© Reuters. FILE PHOTO: Traffic lights illuminate a Starbucks sign in Philadelphia, Pennsylvania, USA, May 29, 2018. REUTERS / Mark Makela
By Jonathan’s stamp
(Reuters) -Starbucks Corp has applied to the US Trademark Office for the right to use its name in a sports stadium or training facility.
In a June 2 request, the coffee chain sought approval to use its name to “provide stadiums and training facilities for sports and entertainment activities” and “promote third-party commercial, sports and entertainment events.”
The approval could allow Seattle-based Starbucks (NASDAQ 🙂 to join companies such as AT&T (NYSE :), Bank of America (NYSE :), Canadian Tire, FedEx (NYSE :), Oracle (NYSE :), PPG) Paints, objective (NYSE :), Toyota and United Airlines whose names already grace stadiums and professional arenas.
“Either you’re actively looking to make a deal to sponsor a place, or you want to protect your right to potentially use your name in that way,” said Ashley Dobbs, a law professor at the University of Richmond in Virginia who specializes in property.
Starbucks declined to comment.
Naming rights agreements typically last for decades and can cost several to tens of millions of dollars a year.
Amazon.com Inc (NASDAQ 🙂 took a different path than most corporate sponsors when it named the arena in downtown Seattle the Climate Pledge Arena.
That building will house the Seattle Octopus expansion team in the National Hockey League and the Seattle Storm of the National Women’s Basketball Association.
The United States Patent and Trademark Office plans to assign an attorney to review Starbucks’ application in early September.
If the office has no objection, Starbucks will have six months to show that it is using its brand in commerce. The company can request extensions.
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