La Celeste trademarked

“El que quiere Celeste que le cueste” (“Those who want the Light Blue need to pay the price”) is an old saying of Uruguayan football that refers to the difficulty that any team must face in order to beat Uruguay national football team, known as “La Celeste” (The Light Blue) because of its traditional jersey color.

The saying reflects those typical values of Uruguay´s football players: courage, grittiness, guts, passion and heart. Both the saying and “La Celeste” nickname have been popular locally and regionally for a long time and in the last seven years it has grown even more thanks to the excellent results obtained by the first national team and the youth Under 20 and Under 17 squads.

Since 2006 Uruguay has accomplished a fourth place in South Africa 2010 FIFA World Cup, first place in Argentina 2011 Conmebol American Cup, participated in the London 2012 Summer Olympics and qualified to all Under 20 and Under 17 FIFA World Cups, concluding second in two of those tournaments.

That´s why the Uruguayan Football Association (AUF) has trademarked “La Celeste” with the goal of positioning the national team economically, commercially, socially and culturally, trying to attract investors, generate company interest, increase marketing and media participation and achieve global expansion. 

The AUF also created "La Celeste Club", a commercial affinity group which will provide benefits and incentives to those companies that collaborate with the national team.