London team name coming soon: “we want to make sure everything is done properly”

The AFLE’s London franchise still does not have a public name, but AFLE COO and Managing Director Moritz Heisler has given the clearest picture yet of why. Speaking at a fan talk organised by Rhein Fire, Heisler addressed the delay, the name itself, and what has already been happening behind the scenes in London.

Trademark issues are holding back the announcement

The hold-up is not a lack of ideas. According to Heisler, legal and trademark processes are the main reason fans are still waiting.

“There are a few reasons why we have not been able to make a full announcement yet, and some of them are legal. Trademark questions take time, and we want to make sure everything is done properly before we go public with a name.”

A name with history in European football

Heisler was careful not to reveal too much, but he did offer a meaningful hint. At least one of the names under consideration carries a connection to European football history, one that long-time fans might already recognise.

“What I can say is that one of the names we are looking at has a real history in European football. A history that people in this room will probably recognise immediately. Think about what Rhein Fire means to fans in Germany, that kind of connection to the past. London has that too. But there is also another direction we are considering, so nothing is decided yet.”

Work in London has been going on since November

Heisler also pushed back against outside skepticism about the London project, pointing out that a lot has already been built without public attention.

“I do understand the skepticism. I can see why people on the outside look at London and have questions. But what a lot of people do not know is that work has been going on there since November. There is a lot happening behind the scenes that we simply cannot announce yet. There is a team being built there. There are players training.”

The general manager is already in place

For those wondering who is running the franchise, Heisler suggested that the picture is already clearer than many realise.

“As for who is behind the project, I think people can already connect the dots. We have announced the General Manager. You can put two and two together. We have not been hiding as much as some people think.”

The AFLE’s inaugural season kicks off this summer, with eight teams competing across two conferences. More information about the London franchise is expected once the trademark process is finalised.