Target Trademark Filings: 2023 US Leader
- Sports leagues and celebrities are increasingly seeking trademark protection to solidify their brand role.The Professional Women's hockey League (PWHL) and TGL Golf Holdings are among the entities actively...
- amy Scheer, executive vice president of Business operations for the PWHL, stated that securing trademarks is vital for protecting team identities.
- The PWHL is expected to apply for more trademarks as it expands with teams in Seattle and Vancouver next season.
Trademark Applications Surge as Leagues,Celebs Define Their Role
Updated July 3,2025
Sports leagues and celebrities are increasingly seeking trademark protection to solidify their brand role.The Professional Women’s hockey League (PWHL) and TGL Golf Holdings are among the entities actively pursuing trademarks for their teams and leagues.
amy Scheer, executive vice president of Business operations for the PWHL, stated that securing trademarks is vital for protecting team identities. The process involves engaging with fans, players, and the hockey community to capture the spirit of each market.Trademarks safeguard names,logos,jerseys,and other elements that define each team’s identity in both Canada and the U.S.
The PWHL is expected to apply for more trademarks as it expands with teams in Seattle and Vancouver next season. Similarly, TGL, the indoor golf league backed by Tiger Woods and Rory McIlroy, is trademarking its six new teams and the league itself. TGL plans to add a seventh team in its third season.
Other notable entities seeking trademark protection include BGK Trademark Holdings, associated with Beyoncé Giselle Knowles-Carter, and Ox Paha Inc., linked to Kanye West.
“The process of developing our team identities takes months and includes engaging with fans, players and members of the hockey community to understand the spirit of each market,” said Amy Scheer, executive vice president of Business Operations for the PWHL. “Trademarking is a critical part of this process - it ensures we can protect these new identities in both Canada and the U.S. across multiple elements,including the name,logos,jerseys and other key aspects that shape each team’s identity.”
Unlike patents and copyrights,which have limited durations,a trademark can last indefinitely if the company continues to renew and use it,solidifying its brand role in the market.
What’s next
Expect continued activity in trademark applications as more leagues, teams, and celebrities seek to protect their brands and solidify their market position.