Starbucks has filed for a trademark patent to use its name on stadiums and training facilities.
If the U.S. Patent and Trademark Office approves the patent application, the coffee giant will soon be able to lend its name to high-profile businesses, sports and entertainment venues, much like FedEx, Barclays and AT&T.
The coffee giant’s move to apply for a trademark for naming venues after its brand name is an expensive process that can yield big rewards in terms of brand awareness and fan loyalty. Such agreements typically span several decades and extend companies’ reach to diverse consumer groups.
In 2020, Amazon spent somewhere between $300 million to $400 million to gain naming rights for an arena in Seattle, Washington, which is now called the Climate Pledge Arena, according to CNBC.
A Starbucks spokeswoman declined to comment on the company’s move to file for a trademark.
Trademark specialist and lawyer Josh Gerben made a note of the filing on Twitter last Friday.
“This is exactly how a company would file a trademark application if the intent is to use the trademark as the name of a stadium,” he said, adding that he expects Starbucks to do so very soon.