Earlier this week it was revealed that Formula One Licensing had trademarked the word 'Shoey', Daniel Ricciardo's customary celebration following a win.

Filings with the World Intellectual Property Organization (WIPO), revealed that F1's branding department, Formula One Licensing, had been granted a trademark registration to the word 'Shoey'. Registered in August last year, the trademark applying in 25 countries including the United States, Germany, Italy, France and the United Kingdom.

While the trademark is only for one category, crucially it covers flasks, glasses, bottles, mugs, sculptures and figurines.

F1 had also applied to trademark the word 'Shoey' in terms of clothing, but this was cancelled due to the fact that the word already existed in that category having been registered by Korinne Harrington, a relative of the The Mad Hueys pair who first coined the phrase around 15 years ago.

Clearly incensed by the move, Supercar driver, Dave Reynolds who introduced the 'Shoey' to motorsport in 2015, is calling on fellow drivers to abandon the 'Shoey' and celebrate their future wins and podiums with the 'Bootee'.

"There will be no more 'Shoeys' for me,'' the Holden Supercar driver is quoted as saying by News.com.au. "But there will be heaps of 'Bootees'.

"The 'Shoey' is dead," he added. "But thankfully I just invented the 'Bootee'. It is just like a Shoey but heaps better.''

Reynolds then sent out the message to countrymen Ricciardo and Jack Miller, who introduced F1 and MotoGP fans to the podium celebration.

"We all need to start calling it the 'Bootee','' he said. "That will ruin their plans to make money out of a home grown celebration come up with by Australians. I'll get a message out to Dan and Jack tomorrow'.

"This is something we used to do back at school," he revealed. "It has come from a bunch of larakin Aussies having a laugh and they want to make cash out of it. It is not a product but a celebration. No one has the right to own a celebration.'

"I don't think anyone is happy with what they have done,'' Reynolds is quoted as saying. "Personally I am quite annoyed about it. Why can't they come up with their own ideas?'

"To be completely fair we probably should have trademarked it back for ourselves in 2015,'' he admits. "But really it is not very Australian to do something like that and that is why we didn't. The 'Shoey' is for everyone. They will be trademarking champagne sprays and high fives next.

"It is pretty ridiculous when you think about it. We have been doing it for years as Australians and they have seen an opportunity to make money from it.

"Long live the Bootee','' he concluded.

Whether Reynolds comments are tongue (think about it) in cheek or a serious call to arms (or feet) remain to be seen, perhaps all will be revealed on Daniel Ricciardo's next visit to the podium (Max permitting).