Report: Logo Could Leave PWHL Open To Legal Battle With Taylor Swift

The comparisons came immediately. One, the logo on a uniform worn by Taylor Swift during her iconic "Shake It Off" music video; the other, the new Toronto Sceptres' logo unveiled by the PWHL this offseason.

The two, almost identical, have become a hot topic for Taylor Swift and women's hockey fans, particularly last month as Swift's Eras Tour played to sold out crowds in Toronto, while the Sceptres made their final preparations for a new season.

According to a report from Front Office Sports, the likeness of the logos could have legal ramifications for the PWHL should Swift want to pursue legal action against the league.

As Front Office Sports wrote, "In addition to claiming false endorsement or right of publicity, Swift could oppose the PWHL’s trademark application for the Sceptres with a letter of protest grounded in her common law rights, meaning her long history of using “TS” marks."

The logo comparisons were first written about in a September 9 article in The Toronto Star.

“We admire Taylor Swift’s dedication to female advancement and empowerment, values that the PWHL proudly shares,” the PWHL wrote in a statement to The Toronto Star. “While we welcome the comparison to Taylor, our logo started with the Sceptre symbol at its core, with the top and bottom points of an ornamented rod. From that starting point, the Toronto Sceptres logo was born.”

At the time, the Star interviewed York University, Schulich School of Business instructor Vijay Setlur who believed it unlikely Swift's legal team would take action in case it impacted her reputation with fans. According to Setlur, the reputability of the PWHL as a women's sports league could also dissuade Swift, and at that time, the PWHL and Toronto Sceptres had not used Swift's name or likeness to sell tickets or their brand.

According to Front Office Sports, however, that all changed when the Sceptres created a jersey with Swift's name on the back during her tour stops in Toronto to help promote the sales of their own jerseys. They claimed it could be enough to have Swift's team seek legal action against the league to ensure they no longer use her name, image, or likeness to sell their own brand.

Swift played six sold out shows at Toronto's Rogers Centre between November 14 and November 23, 2024.

Taylor Swift's Eras Tour will officially come to a close with three shows in Vancouver, British Columbia from December 6-9.