John McEnroe, widely regarded as one of the greatest tennis stars, is as well known for his fiery personality as for his extraordinary skill. His 1981 Wimbledon match against Bjorn Borg produced not only one of the most memorable matches in tennis history but also a catchphrase that would forever define his public persona: “You cannot be serious.”
In 2006, McEnroe trademarked the phrase “You cannot be serious” to secure control over its use. The trademark registration allowed McEnroe to protect the phrase as intellectual property, ensuring its use in apparel, merchandise, and licensing deals. The move was part of a growing trend among athletes to monetize their trademarked sports phrases.
McEnroe’s Early Life
Born in Germany to American parents in the Army, John McEnroe grew up in Queens, New York. He started playing tennis at eight years old and began competing in regional tournaments by the age of nine.
As a teenager, McEnroe played in major tournaments as an amateur. At 18, he won the mixed doubles championship at the French Open and reached the semifinals at Wimbledon, where he lost to Jimmy Connors, another future rival. He went on to attend Stanford University on a tennis scholarship, leading the team to an NCAA championship.
Playing Professionally
In 1978, McEnroe joined the professional circuit, signing his first endorsement deal. That year, he won the Wimbledon Doubles and the U.S. Open Doubles with partner Peter Fleming. At just 20, he became the youngest male winner of the U.S. Open since 1948.
McEnroe’s rivalry with Bjorn Borg took center stage in 1980, culminating in their epic 1981 Wimbledon match. Borg won in 1980, but McEnroe defeated him in 1981, cementing his legacy as one of the sport’s most tenacious players.
Bad Attitude
Despite his undeniable talent, McEnroe gained fame for his fiery temper and contentious behavior on the court. His explosive reactions to calls from referees and umpires earned him a reputation as a bad boy of tennis.
At his first Wimbledon, he was fined $1,500 for calling an umpire “the pits of the world.” His antics, which included yelling, cursing, and throwing objects, earned him the nickname “SuperBrat” from the British press. The contrast between McEnroe’s fiery personality and Borg’s calm, cool demeanor further fueled their famous rivalry.
You Cannot Be Serious
McEnroe’s most iconic outburst came during the 1981 Wimbledon match against Borg. Disputing an umpire’s call that a ball was in, McEnroe shouted, “You cannot be serious!” The moment, captured on camera, became one of the most famous phrases in sports history.
The phrase “You cannot be serious” quickly entered pop culture and remains widely recognized. It has been replayed countless times on YouTube and referenced in various media.
Trademark
In 2006, McEnroe filed a trademark application for “You cannot be serious” with the U.S. Patent and Trademark Office (USPTO). By securing the trademark, McEnroe ensured that the phrase could not be used for profit without his permission.
This move mirrored actions taken by other athletes to protect their intellectual property. Usain Bolt, for example, successfully trademarked the lightning bolt icon associated with his name, as well as the phrase “Bolt to the World.” Similarly, former NFL player Tim Tebow trademarked “Tebowing,” a pose he made famous after games.
For athletes with short careers, trademarking a catchphrase or signature move provides a way to extend their earning potential. By controlling the commercial use of “You cannot be serious,” McEnroe joined a list of athletes who turned their fame into financial opportunities.
Related: Trademarking a phrase
Stockholm Surprise
In 1984, McEnroe made headlines during a match at the Stockholm Open. After disagreeing with a line call, he shouted at the umpire, “Answer my question, jerk!” He then smashed a table holding water bottles, an act that led to a penalty game and a 21-day ban from U.S. tournaments.
Reflecting on the incident 25 years later, McEnroe described it as his most embarrassing moment. However, he added that he held all umpires in equal disdain, quipping, “They were all equally bad.”
A Break from Tennis
By 1986, McEnroe’s temper and declining performance prompted him to take a break from tennis. Although he returned, he never regained his former dominance. In 1992, he reached the Wimbledon semifinals before losing to Andre Agassi, marking the twilight of his professional career.
Bouncing Back
Today, John McEnroe works as a tennis commentator and match analyst for ESPN, earning praise for his insights into the game. His commentary is characterized by his candid opinions and sharp wit, reflecting the same fiery spirit that defined his playing career.
McEnroe’s autobiography, You Cannot Be Serious, was published in 2003 and became a bestseller. The book explores his career, personal life, and the events that made him one of the sport’s most memorable figures.
Smart Moves for Athletes
Athletes trademarking famous phrases has become a common practice. In addition to “You cannot be serious,” McEnroe’s move to secure his phrase aligns with others like NBA coach Pat Riley, who trademarked “Three-Peat,” and boxing announcer Michael Buffer, who famously trademarked “Let’s Get Ready to Rumble.”
By protecting these phrases, athletes and personalities ensure they control how their words and likeness are used, preventing unauthorized commercialization.
For anyone looking to protect their brand or intellectual property, registering a trademark phrase with the USPTO can be a smart move.
