Milwaukee Bucks Trademarks

The Milwaukee Bucks are a professional basketball team based out of Milwaukee, and they compete in the Eastern Conference of the National Basketball Association (NBA). The Bucks were founded as an expansion team in 1968 and play at Fiserv Forum. The group was owned long-term by U.S Senator Herb Kohl until April of 2014 when billionaire hedge fund managers Marc Lasry and Wes Edens offered to purchase majority interest from Kohl. The purchase was completed a month later when the NBA’s Board approved it.

Jon Horst was the team’s Director of Basketball Operations previously. Jon Horst is the current manager, after John Hammond. The Bucks have done well, winning two league championships (in 1971 and 2021, respectively) and three conference titles (Western in 1971 and 1974, Eastern in 2021). They have also won 17 division titles. They’ve featured notable players such as Oscar Robertson, Bob Dandridge, Sidney Moncrief, Bob Lanier, Brandon Jennings, Khris Middleton, and Giannis Antetokounmpo. Two players, Kareem Abdul-Jabbar and Antetokounmpo, were named the NBA’s Most Valuable Players while signing with the Bucks for five MVP awards. They are the only players to win the NBA Finals MVP in the franchise. The Bucks are the only team to win a championship in the Eastern and Western conferences.

Famous Milwaukee Bucks trademarks

To protect your intellectual property, you need to register it with the U.S. Patent and Trademark Office (USPTO). Most NBA teams own an extensive intellectual property portfolio, and the Bucks are no different. With a value north of 1 billion and unique branding, it won’t surprise you to know that they have several significant trademarks, from the team name to logos and branding featured on marketing materials. Let’s look at several key trademarks owned by Milwaukee Bucks, LLC.

Milwaukee Bucks

The most significant trademark on the list is the team name, Milwaukee Bucks. First registered in 1994 following its first use in 1968, the brand is registered for use in:

  • Toys and sporting goods such as basketballs, golf balls, foam action balls, electronic games, etc.
  • Entertainment services related to live basketball games and exhibitions, including the production and distribution of radio and television shows related to basketball
  • Clothing, including hosiery, footwear, T-shirts, shirts, sweatshirts, sweatpants, pants, tank tops, jerseys, shorts, pajamas, sport shirts, rugby shirts, sweaters, belts, ties, nightshirts, hats, warm-up suits, warm-up pants, warm-up tops, jackets, parkas, coats, cloth bibs, headbands, wrist bands, aprons, boxer shorts, slacks, caps, ear muffs, gloves, mittens, woven and knit shirts
  • Athletic bags, shoe bags for travel, overnight bags, umbrellas, backpacks, baby backpacks, duffel bags, tote bags, luggage, luggage tags, patio umbrellas, valises, attache cases, billfolds, wallets, briefcases, canes, business card cases, book bags, etc.

‘Fear the deer’

‘Fear the deer’ is one of the most well-known catchphrases of all time; it’s catchy and suits the Bucks’ branding very well. ‘Fear the deer’ was registered in 2010 for use in:

  • Entertainment and educational services related to the field of basketball
  • Entertainment services, including arranging clinics and basketball camps
  • Publication of magazines
  • Entertainment including games and toys
  • Clothing, including T-shirts, sweatshirts, ear muffs, gloves, mittens, scarves, woven and knit shirts, jersey dresses, dresses, cheerleading dresses and uniforms, swimwear, bathing suits, swimsuits, bikinis, tankinis, swim trunks, bathing trunks, board shorts, wet suits, beach cover-ups, bathing suit cover-ups, bathing suit wraps, sandals, beach sandals, beach hats, sun visors being headwear, swim caps, etc.

Antler logo

The antler logo forms a crucial and recognizable part of the Milwaukee bucks branding. The logo consists of a basketball settled in between antlers on top of an inverted triangle. The logo was first registered in 2001 and is trademarked in the following categories:

  • Entertainment and educational services related to TV, radio programs, and exhibitions in basketball
  • Clinics and coaches clinics related to basketball
  • Video games, interactive games, and party games
  • Computer services, including newsletters, online magazines, etc.
  • Printed matter, including trading cards, stickers, decals, postcards, placemats, scrapbooks, etc.
  • Clothing, including hosiery, footwear, T-shirts, shirts, sweatshirts, sweatpants, pants, tank tops, jerseys, shorts, pajamas, sport shirts, rugby shirts, sweaters, belts, ties, nightshirts, hats, warm-up suits, warm-up pants, warm-up tops, jackets, parkas, coats, cloth bibs, headbands, wrist bands, aprons, boxer shorts, slacks, caps, ear muffs, gloves, mittens, woven and knit shirts
  • Audio and computer laser discs
  • Downloadable electronic publications related to basketball magazines
  • Audio recordings in the field of basketball

Bucks in Six

The Bucks in Six trademark application was submitted in 2021; if approved, it’ll apply in the following categories:

  • Educational and entertainment services related to basketball including camps, clinics, games, and exhibitions
  • Special events and parties
  • Fan club services
  • Online websites providing trivia, interactive highlights, and statistical information about basketball
  • Clothing, including hosiery, footwear, T-shirts, shirts, sweatshirts, sweatpants, pants, tank tops, jerseys, shorts, pajamas, sport shirts, rugby shirts, sweaters, belts, ties, nightshirts, hats, warm-up suits, warm-up pants, warm-up tops, jackets, parkas, coats, cloth bibs, headbands, wrist bands, aprons, boxer shorts, slacks, caps, ear muffs, gloves, mittens, woven and knit shirts

Map logo

The word ‘Bucks’ is written across the outline of Wisconsin. Another of the Bucks’ recognizable logos is the map logo, consisting of an outline of Wisconsin alongside a basketball. The logo was first registered in 2015 in the following categories:

  • Toys include beach toys, volleyball game kits, interactive toys, and puzzles
  • Christmas tree ornaments, stockings, and decorations
  • Golf bags, balls, and accessories, including divot repair tools, ball markers, and covers
  • Swimming and pool accessories, including pool floats and toy water rafts
  • Minature reproductions of stadiums
  • Entertainment services, including marketing basketball games, exhibitions, clinics, and training events

Related: Trademarking a logo

Wisconsin Herd

The Wisconsin Herd is the Bucks’ G League NBA team based in Oshkosh, Wisconsin. Many of the trademark rights to the name ‘Wisconsin Herd’ are owned by the Milwaukee Bucks LLC. Trademark rights to the name are registered in the following categories:

  • Entertainment and educational services related to basketball, including basketball games, camps, clinics, coaches clinics, and more
  • Video games include interactive, action skill, arcade, and party games
  • Audio recordings related to basketball
  • Providing news, statistics, and trivia related to basketball
  • Clothing such as T-shirts, polo shirts, aprons, wrist bands, swimsuits, bikinis, cover-ups, wraps, sandals, beach sandals, sun visors, sweatshirts, pajamas, and sport shirts
  • Electronic publishing services, namely, publication of magazines, guides, newsletters, coloring books, and game schedules of others online through the internet, all in the field of basketball
  • Entertainment provided by a dance team or costumed mascot
  • Fan club services
  • Interactive highlight sections

Wisconsin Herd logo

The rights to the Wisconsin Herd logo also belong to the Milwaukee Bucks. The logo consists of three stags over two arcs and the words ‘Wisconsin Herd’. This logo is often seen in marketing material and publications. It’s registered for use in the following categories:

  • Educational and entertainment services related to basketball include camps, clinics, games, and exhibitions
  • Special events and parties
  • Online websites providing trivia and statistical information about basketball
  • Clothing, including hosiery, footwear, T-shirts, shirts, sweatshirts, sweatpants, pants, tank tops, jerseys, shorts, pajamas, sport shirts, rugby shirts, sweaters, belts, ties, nightshirts, hats, warm-up suits, warm-up pants, warm-up tops, jackets, parkas, coats, cloth bibs, headbands, wrist bands, aprons, boxer shorts, slacks, caps, ear muffs, gloves, mittens, woven and knit shirts

Wrapping up

The Milwaukee Bucks are a unique NBA team, with several NBA championships under their belt and an excellent record that should allow them to bounce back from their recent loss against the Celtics. They’re one of the higher-value teams with over 1 billion in assets, including their swathes of intellectual property. The Milwaukee Bucks currently owns more than 60 trademarks.

Xavier Morales, Esq.

About the Author:

Xavier Morales, Esq.

Mr. Morales founded this trademark law practice in January 2007 with the goal of providing intellectual property expertise to entrepreneurs and businesses around the country. Since then, he has filed more than 6,000 trademarks with the USPTO. You can learn more about Xavier here.

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