Trademarking the name of a professional sports team is usually a formality. That is not the case with the Athletics.
According to trademark attorney Josh Gerben, the A’s request to trademark both “Las Vegas Athletics” and “Vegas Athletics” was denied. The refusal noted that the organization not only attempted to use a well-known location as part of the trademark, but that the name “Athletics” is too generic to use.
Such a ruling flies in the face of 125 years of team history. The organization owns the trademarks to the Philadelphia Athletics, Kansas City Athletics and the Oakland Athletics, as well as its particular logo. However, the ruling noted that each application is judged individually and that prior history is irrelevant.
Athletics should eventually get their trademark
On the surface, the refusal to accept the trademark makes sense. Las Vegas Athletics could theoretically apply to any athletic competition within the city. The organization also has yet to play in Las Vegas, with its anticipated move scheduled for 2028. As such, it may be legally difficult to tie the organization and the city together.
However, that has not stopped teams before. The Colorado Rockies filed a trademark for their name on Mar. 22, 1993, but their application was not approved until Aug. 22, 1995. The Rockies, meanwhile, started using their name and logo two years beforehand. As Colorado is associated with the Rocky Mountains, it is possible to get a trademark, even if the words were not necessarily exclusive to the team.
That may be the difference. The A’s may need to begin selling merchandise with Las Vegas included in the name to have a case. Their case will also be strengthened once they play games in their eventual home. The A’s should eventually get their trademark — it may just take longer than expected.