Log in
Forgot password ?
Become a member for free
Sign up
Sign up
New member
Sign up for FREE
New customer
Discover our services
Dynamic quotes 
News: Latest News
Latest NewsCompaniesMarketsEconomy & ForexCommoditiesInterest RatesBusiness LeadersFinance Pro.CalendarSectors 
All NewsEconomyCurrencies & ForexEconomic EventsCryptocurrenciesCybersecurityPress Releases

Starbucks Stadium? Coffee chain applies for naming rights

06/11/2021 | 03:32pm EDT
FILE PHOTO: The sign of a Starbucks store is seen in New York

(Reuters) -Starbucks Corp has applied with the U.S. trademark office for the right to use its name on a sports stadium or training facility.

In a June 2 application, the coffee chain sought approval to use its name in "providing stadium and training facilities for sports and entertainment activities" and "promoting business, sports and entertainment events of others."

Approval could enable Seattle-based Starbucks to join companies such as AT&T, Bank of America, Canadian Tire, FedEx, Oracle, PPG Paints, Target, Toyota and United Airlines whose names already adorn professional stadiums and arenas.

"Either it is actively looking to make a deal to sponsor a venue, or it wants to protect its right to potentially use its name in that manner," said Ashley Dobbs, a law professor at the University of Richmond in Virginia who specializes in intellectual property.

Starbucks declined to comment.

Naming rights agreements often run for decades and can cost several or tens of millions of dollars annually.

Amazon.com Inc took a different path from most corporate sponsors when it named an arena in downtown Seattle the Climate Pledge Arena.

That building will house the Seattle Kraken expansion team in the National Hockey League, and the Seattle Storm of the Women's National Basketball Association.

The U.S. Patent and Trademark Office plans by early September to assign a lawyer to review Starbucks' application.

If the office has no objection, Starbucks will have six months to show it is using its mark in commerce. The company may apply for extensions.

(Reporting by Jonathan Stempel in New York, Editing by Nick Zieminski)

By Jonathan Stempel

ę Reuters 2021
Stocks mentioned in the article
ChangeLast1st jan.
STARBUCKS CORPORATION 1.16% 110.97 Delayed Quote.2.54%
UNITED AIRLINES HOLDINGS, INC. 1.40% 55.69 Delayed Quote.28.76%
Latest news "Economy & Forex"
06:52aAer Lingus in talks for hundreds of millions of euros in extra liquidity
06:49aReality check for Volkswagen in China after sluggish start for electric car series
06:46aEven after Biden tax hike, U.S. firms would pay less than foreign rivals
06:46aHow Reuters compared U.S. corporations' taxes with their foreign rivals
06:45aU.S. lawmakers likely to press Powell on Fed's 'hawkish' turn
06:43aS.Africa's Omnia posts surge in FY earnings, reinstates dividend
06:43aGermany must confront China on human rights despite trade, says industry
06:40aChina, allies seek probe into indigenous children's remains in Canada
06:38aEXCLUSIVE : G20 to endorse deal on global minimum corporate tax - draft
06:35aDollar catches breath ahead of Fed testimony, cryptocurrencies attempt recovery
Latest news "Economy & Forex"