Arsenal legend's 'Invincibles' cash grab: How one of their former stars snapped up the trademark to their greatest-ever season from under the club's nose

It was a random call in late 2022 that had stopped the Arsenal hierarchy in their tracks. 

The Gunners had started their Premier League campaign strongly, in search of a first league title since the Invincibles side of 2004.

Yet, ex-goalkeeper Jens Lehmann, a staple of that record-breaking team which stayed unbeaten in the league for an entire season, was getting in touch to tell the club he had secured the branding rights to the Invincibles ahead of the 20-year anniversary.

The label bestowed upon one of Arsenal’s most significant achievements in its 137-year history was no longer theirs.

The club were shocked. They had never thought of securing the trademark before, nor knew that anyone was in the process of doing so.

Especially as, at the time, 16 years had passed since the feat. Lehmann began the process in late 2020, which was rubber-stamped two years later — and has cost him up to £30,000. It means that the German has the legal right to stop any other brand naming themselves as the Invincibles — including his former employers.

‘I had the idea because the name Invincibles becomes more and more popular approaching the 20th anniversary,’ he tells Mail Sport. ‘And nobody had it so I was looking into it. I was ready to get the branding rights for our group, so everybody who's using it is violating our brand.

‘Sometimes you have guys from across Europe or Africa or Asia who were using that. They could have done that without permission and named themselves the “Invincibles whatever”. And they can't do it anymore.

‘They (the club) were probably a little surprised because nobody thought about having the brand name registered. At least they know it’s now being controlled.’

It’s understood that Arsenal have not moved to contest the trademark. If they did, it would have been complicated.

Sam O’Toole, senior associate lawyer at Briffa Legal, said: ‘I can imagine the club will have wished that they had thought of trademarking the title when they came to be known by it back in the day.

‘If the club got their ducks in a row it wouldn’t have even been a question as it would have already owned the trademark because the achievement, the actual trademark registration, would have been owned by the club.

‘If they try to cancel the player’s trademark, it will likely end up in a long-winded dispute.’

Now the 54-year-old has the trademark secured, his plans are lofty to say the least. Three production companies have approached him since September about doing an Invincibles documentary this summer.

Lehmann says he, his former team-mates and coaching staff are currently in discussions with them.

In the meantime, he is in the process of setting up a company ahead of this summer, which he claims the full squad is on board with — including ex-manager Arsene Wenger.

It’s understood that an overseas tour, a match against the 2004 Manchester United side or a team of former players from across the league, and Invincibles memorabilia are all on the group’s radar.

He says: ‘We have 28 players and 12 staff members, which includes the boss (Wenger). The company has not been set up yet because we’re preparing.

‘There will be one or two events here very soon, where we give something back to the people. Everybody will be a shareholder of the company.

‘It’s easier to get all the members of our group in one company, because you have costs that you have created and you don't distribute that to 30 people.

‘If we have income we are going to do something for a charity (related to Arsenal).’

Looking at the 2004 team, the sheer force of personalities spring out. The steely Martin Keown, the world-beater Thierry Henry and the physically-imposing Patrick Vieira are just three of them. 

To be a fly on the wall of their reactions when they found out the trademark situation, you would likely think. But Lehmann says it was the opposite.

‘I think most of the players really appreciate it,’ he says. ‘We will come together as a group and do something together. And hopefully, we'll have fun. We will be united again after 20 years.

‘So far, they wouldn't have wished for it (getting the trademark) because it's a lot of work. So far it's only producing costs! £20,000 to £30,000 (in the last two years) for registering, paying fees etc.’

Arsenal are extremely proud of the Invincibles moniker, having used the name in a variety ways to showcase the accomplishment. Rightly so. Many players from the squad are still intertwined with the club.

Edu is sporting director and Gilberto Silva is a club ambassador, for example. It begs the question: the club shop sells Invincibles merchandise. Are they permitted to?

‘I’m aware about it,’ he explains. ‘The lady in the shop said it sells like gold dust!

‘It’s something we haven’t discussed yet. I do not make decisions by myself. We have to discuss everything, talk to the club. And then the club is coming up probably with some other good ideas.

‘If the shareholders say we have to do something, yeah, we may have to do something. But if the shareholders say, “Well, let's let the club do whatever they want with it and they generate some other attractive opportunities for us…” You know, as I said, everybody (and the club) shall be happy.

‘We could have an event at the Emirates. So the club is super important.’

The 20-year anniversary in two weeks comes as Arsenal chase Manchester City in the league. It’s their only chance of silverware this season, having been knocked out of the Champions League quarter-finals to Bayern Munich last month.

If the Gunners fail to win the title this year, the number of years since the Invincibles feat continues to grow.

‘Of course, the achievement gets bigger and bigger the more years go by without somebody winning it unbeaten,’ he adds.

‘But obviously, I wish for the current team to win the championship this year because that will be great for the club. That will be great for the brand, and it would be great for us.’