Two competitive-cheer organizations fought over “THE CHEERLEADING WORLDS” and “WORLDS” after Open Cheer launched the Allstar Worlds championship. The Eleventh Circuit held that the record could support a Lanham Act infringement claim concerning the registered mark, but that the district court had applied the wrong likelihood-of-confusion analysis to other marks and had prematurely rejected claims against the individual owners. It reversed and remanded the affected claims for a jury, including the question whether the owners knowingly and substantially participated in the alleged infringement.