Blow for 2032 Olympic venue as ‘Brisbane Stadium’ trademark rejected

The Queensland government body responsible for delivering infrastructure for the 2032 Olympic and Paralympic Games has failed in its bid to protect its preferred name for Brisbane’s showpiece venue.

The Games Independent Infrastructure and Co-ordination Authority has been told the term “Brisbane Stadium” did not qualify for trademark protection.

GIICA’s application sought protection across a broad range of categories, including clothing, sporting goods, entertainment, hospitality and accommodation services.

The rejection was a blow for GIICA, which recommended in its 100-day review that the Victoria Park stadium be named Brisbane Stadium “in perpetuity”, eschewing the kind of corporate sponsorship that resulted in nearby Lang Park being renamed Suncorp Stadium.

“Under this arrangement, commercial naming rights would not be made available, irrespective of the seemingly attractive remunerative arrangements which might be offered,” GIICA said in its review.

“Any financial sum offered to name a stadium is one which the city can afford to reject, as the sought-after value to any corporate entity is of much more value and importance to the city of Brisbane.

“The use of the name ‘Brisbane Stadium’ in conversations and media coverage nationally and globally before, during and after major events is a vital branding opportunity for Brisbane which should not be given away.”

But in its decision notice to GIICA, obtained by this masthead, IP Australia examiner Neishya Harrison made it clear the name would not qualify for trademark protection.

Harrison said as “Brisbane” referred to Queensland’s capital city and “stadium” referred to a sporting facility, taken together the words would be understood as indicating any goods and services provided at any stadium in Brisbane.

“Other traders should be able to use Brisbane Stadium in connection with goods or services similar to yours,” she said.

GIICA, through its lawyers Minter Ellison, received the notice from IP Australia last year and was given a deadline of August 23 to resolve all issues.

A GIICA spokesman said: “GIICA holds a trademark for ‘Brisbane Stadium’ effective from 11 April 2025, which superseded an earlier application that was no longer required and as such lapsed last week.”

But University of Queensland trademark expert Professor John Swinson, an arbitrator for the World Intellectual Property Organisation in Geneva, said that protected trademark – at the time described as a placeholder logo – would not be enough to protect the Brisbane Stadium name.

Swinson said any proven infringement would have to be visually “substantially similar” to the image registered with IP Australia.