Business

Starbucks filed trademark application for stadium naming rights

Starbucks CEO Kevin Johnson will speak at the company’s annual shareholders meeting at the WAMU Theater on March 20, 2019 in Seattle, WA.

Stephen Blusher | Getty Images

Starbucks filed with the United States Patent and Trademark Office in early June for the right to use the name in stadiums or training facilities.

If approved, the coffee giant can join FedEx, Little Caesars, Barclays and more as corporate sponsors of stadiums and arenas. Companies are willing to pay a fortune for brand awareness and fan loyalty from well-known venues. Last year, Amazon reportedly spent $ 300 to $ 400 million on rights to the Seattle Arena (now known as the Climate Pledge Arena).

A Starbucks spokesperson said the company has no details to share after its submission on June 2.

According to the application, Starbucks uses its name to promote “others’ business, sports and entertainment events” and seek approval to provide “stadiums and training facilities for sports and entertainment activities.” I will.

Trademark Attorney Josh Gerben Mentioned Friday’s Application On twitter, States that this is a way to file a trademark application when a company seeks stadium naming rights.

Starbucks shares were almost flat in the morning trading. This year’s share price rose 5% to a market capitalization of $ 132 billion.



Starbucks filed trademark application for stadium naming rights

Source link Starbucks filed trademark application for stadium naming rights

Back to top button