Premiership footballer Jamie Vardy and his wife Rebekah have reportedly failed in a bid to have his catchphrase trademarked, because it is too rude.
Vardy, 32, wanted to protect the phrase he first used on social media in 2011 because it is now passing into common usage - even appearing on a new track by Ed Sheeran and Stormzy.
But the Intellectual Property Office has refused permission because the phrase includes an expletive.
The Vardies wanted to trademark the phrase 'chat s***, get banged', which he used in a Facebook post in 2011.
If they had been successful they could have claimed a payment every time the phrase was used.
The Vardies will still be allowed to use ithe phrase on T-shirts and other merchandise.
A source told the Sun : "Jamie and Becky initially joked they should trademark the phrase after it became a huge thing online when his old posts began to reappear.
"Then when they looked into it, it actually made a lot of business sense.
"Sadly the IPO would not allow them to protect its use in songs or popular culture because it has a swear word in it. But they OK'd it for use on T-shirts and the like."
Jamie Vardy used the phrase in conversation with abusive fans when he was at then-Conference side Fleetwood Town.
It gained popularity when Leicester City's won the Premier League in 2015-16 and Vardy broke the Premier League record for scoring in consecutive games.
The phrase is now frequently quoted on social media and appears in Take Me Back To London, Ed Sheeran's song with Stormzy.
