Phoenix Coyotes’ plan to become ‘Arizona Coyotes’ hits a roadblock

Last month, the National Hockey League's Arizona-based franchise the Phoenix Coyotes announced that it would rebrand itself to represent the "entire state of Arizona and the Southwest" by becoming the Arizona Coyotes.

"We are very excited to announce that our franchise name will change to Arizona Coyotes for the start of the 2014-15 NHL season," Coyotes' owner Anthony LeBlanc told reporters.

While this adjustment doesn't appear like a major concern for the hockey team, it may infringe on Phoenix resident Tony Fioretto's intellectual property. Fioretto filed a request to trademark "Arizona Coyotes" last September, the Arizona Republic reported.

Although the U.S. Trademark and Patent Office did not give Fioretto full clearance on the Arizona Coyotes because it had the potential to confuse his entity with the NHL franchise, the resident told the news source that it has already been registered at the Arizona Secretary of State's Office. 

"I did everything legally," Fioretto said. "These were things that were part of my master plan. [The names] had recognition."

The names Fioretto is referring to are similar to Arizona sport team names like "Phx Cardinals," "Phx Suns," "Phx Coyotes" and "AZ Diamondbacks." Associating with these entities is a part of his plan to open his own gym in north Phoenix.

This is not the first time the resident was in court over trademark protections. In 2013, the Thunderbirds sued Fioretto  for asking them to pay him for "Phoenix Open," the golf tournament the organization hosts every year.

It is unclear what the NHL team will do about the situation, but spokesman Rich Nairn added that the "Coyotes have long been aware of the attempt by a party to illegitimately profit from its new name." Companies that need assistance protecting themselves from these types of allegations in the future can utilize legal services from a Phoenix small business attorney. 

Categorised in: Litigation

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