Jamie Vardy was one of the prominent figures in Leicester City’s Premier League-winning campaign. When the Foxes’ striker was on an amazing goal-scoring run, some fans dug deep into Vardy’s social media and found a Facebook post from his days in non-League football. Responding to some abusive fans in 2011, Vardy posted: "Chat shit get banged". Just an ordinary post back then went viral years later as Vardy broke van Nistelrooy’s record of scoring goals in 10 consecutive Premier League matches. The slogan became so popular that the famous betting website, Paddy Power, also used it in one of its marketing campaigns. Sensing the commercial potential of the phrase, Jamie’s family got it trademarked. Interestingly, despite reserving rights, the Vardys were not able to stop Ed Sheeran and Stormzy from using the phrase in their song, "Take Me Back to London", because trademarks containing expletives don't apply to music.
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