‘Cold Palmer’ Gets Legal Edge: Chelsea Star Trademarks ‘Shiver’ Celebration for Commercial Use

Chelsea midfielder Cole Palmer is rapidly building a powerful personal brand, having successfully trademarked his signature goal gesture—the ‘shiver’ celebration—with the United Kingdom’s government Intellectual Property Office (IPO).

The approved application grants Palmer exclusive legal rights over the commercial use of the celebration, alongside his nickname ‘Cold Palmer’ and his autograph. The registration holds firm until November 25, 2034, and can be renewed indefinitely.

While the trademark doesn’t stop other athletes from mimicking the gesture on the pitch—a celebration also used by NBA star Trae Young (‘Ice Trae’) and baseball player Gleyber Torres—it offers crucial commercial protection.

If any company wishes to use Palmer’s ‘shiver’ gesture on merchandise, in an advertisement, or within any commercial context, they must now seek permission and licensing from the Chelsea midfielder, creating significant new revenue streams.

Palmer’s action places him in an elite group of athletes who prioritize intellectual property protection:

Cristiano Ronaldo signing autographs.

Cristiano Ronaldo: Infamously trademarked his name, initials (CR7), and his iconic ‘Siuuu’ celebration.

Kylian Mbappe .

Kylian Mbappé: Took protection a step further, trademarking his celebration, name, initials, and two frequently used quotes.

Usain Bolt .

Usain Bolt: Registered a logo depicting his famous ‘lightning bolt’ victory pose.

Erling Haaland .

Erling Haaland: Trademarked his ‘zen’ yoga-style celebration in Norway.

The move solidifies Palmer’s status as a commercially savvy star leveraging his on-pitch success, which began with his first ‘shiver’ after scoring against Luton Town.