Street traders on Fulham Road are "preparing for a new reality," according to Liam Twomey of ESPN.com.
They "have been given just the first three home matches of the new season" to sell off any existing scarves, hats and other clothing items that feature the word "Chelsea," after the club registered its name as a trademark.
The move -- which sources at Chelsea said was taken as part of a wider program of "brand protection" from unofficial merchandise -- is a "big blow to the traders," who each pay £1,500 ($1,950) per year for permission to set up and sell from their stalls on matchdays. Gary, who has run the stall across the road from the Stamford Gate entrance to the stadium for the last four years, said, "Our understanding is that Chelsea have been trying to get the trademark for years, as all the other top clubs have. But they're a multi-million pound company. How are we affecting them?" Reactions from the traders on Monday "ranged from anger to resignation," but all say they have stopped ordering "Chelsea"-branded stock and will abide by the order. Traders also said that they will be watching closely to see whether Chelsea extends its clampdown to illegal merchandise sellers, "who set up without stalls or licences to sell scarves on matchdays, and who are regarded with considerable hostility for taking a valuable slice of matchday revenue" (ESPN.com, 8/16).
