Liberty Media, Forumla One’s owners, have trademarked the word ‘shoey’ to claim the rights and royalties over the increasingly popular phrase. The Shoey is a podium celebration popularised by Daniel Ricciardo where a driver drinks champagne from a shoe.

Ricciardo performed the famous action after he won the Chinese Grand Prix, a few weeks ago. The Australian has even managed to involve celebrities like Sir Patrick Stewart and Gerard Butler in the unique celebration.

F1’s branding department Formula One Licensing was granted a trademark registration to the word ‘Shoey’ on 24 August 2017. the word has been registered in 25 countries, namely the United States, Germany, Italy, France and the United Kingdom among others.

The registration covers flasks, glasses, bottles, mugs, sculptures, and figurines. So one can expect shoe-shaped merchandise over the coming months. This strategy is a perfect weapon for F1’s drive to appeal to a younger audience.