Shawn is 75 years old and owns and runs a small coffee shop in Richmond. Shawn has been a fan of the Richmond Football Club all his life and has collected 'Tigers' memorabilia during the many years that he has lived and worked in Richmond. At his coffee shop, he has sold merchandise, including mugs, place mats, plates, keyrings and other items, with the Tigers logo. Recently, a member of the Richmond Football Club visited Shawn's shop and was concerned that the items he had for sale might not be produced by the Richmond Football Club. The club member telephoned the club and its secretary informed him that the club was aware that Shawn had been selling Tigers merchandise and, because he was one of their greatest fans, the club would not interfere with his business, provided he only sold the merchandise from his coffee shop.

Advise Shawn whether he can continue selling Tiger merchandise from his shop.

Please use case law and/or legislation to support your answer.