MAXimum victory: Omroep Max triumphs over HBO Max in the Benelux

The Benelux region continues to uphold its reputation as a “giant slayer”. Just as the small snack bar Wendy’s in Goes has kept the major American fast-food chain Wendy’s out of the Benelux for years, now it’s Omroep Max’s turn.

Omroep MAX wasn't pleased when streaming giant HBO expressed its intention to rebrand its streaming service HBO Max as 'MAX.' This led to intense discussions between the American parent company Warner Bros. Discovery and Omroep Max, which holds the rights to the name MAX in the Benelux. The outcome is that in the Netherlands, the American streaming service will be known as HBO Max and not 'MAX,' as it is branded in other countries around the world.

Jan Slagter, the head of Omroep Max, expressed his satisfaction: "Recently, our legal team and I discussed this matter with HBO Max. We explained that our MAX brand and our name recognition are of great importance to us. In response to that discussion, HBO Max decided not to use our name MAX for their streaming service in the Benelux."

Jan Slagter had registered the name MAX for the Benelux when he founded Omroep Max in 2005. He emphasized the significance of the name MAX, particularly because it is related to a company in the audiovisual media, much like Omroep Max. Slagter added, "The addition of Max, as seen with HBO Max or VRT Max, is not a problem. However, 'MAX' on its own would be confusing, as that's who we are in the Benelux. Even when facing a giant like Warner Bros. Discovery."

Author: Erwin Haüer

Bio: Erwin is a trademark attorney and, as the managing partner, in charge of IT and Information Management. He works extensively with startups and scale-ups, while his clientele also includes numerous multinational corporations. Erwin possesses a sharp wit and a keen eye for remarkable trademark news and curious brand infringements.