The Vegas Golden Knights are a Las Vegas-based professional ice hockey team that competes in the Western Conference of the National Hockey League (NHL)’s Pacific Division.
They’re a relatively new team – founded in 2017 as an expansion team. The team is owned by Black Knight Sports, an organization led by Bill Foley and the Maloof family. Owner Bill Foley initially wanted to call them the Black Knights but abandoned this idea, fearing a trademark dispute with the Blackhawks.
The Knight’s home game is played in Paradise, Nevada, on the Las Vegas Strip.
Though just an expansion team, the Knights have had a surprising level of success as they have qualified for the Stanley Cup playoffs in every season – reaching the finals in their first.
Their 13 playoff wins set a record for the most wins for a team during the inaugural post-season run.
While the team is new, the NHL has been hosting games in the area since 1991. The rumors of an expansion team began circulating in 2009, but the official bid for an expansion team wouldn’t be confirmed until 2015.
Famous Vegas Golden Knights trademarks
The Vegas Golden Knights may be new, but that hasn’t prevented them from amassing an impressive catalog of trademarks. They have recently made headlines for entering into a trademark dispute with the U.S. army. Though this trademark battle was settled, the Golden Knights were recorded as saying to the Army’s complaint, “We are not aware of a single complaint from anyone attending our games that they were expecting to see the parachute team and not a professional hockey game,” they said, quoted by ESPN.
They began filing trademarks in 2016 under the name of Black Knight Sports and Entertainment and have several pending approvals right now. Let’s take a look at them.
Vegas Golden Knights
The first and most important mark registered was the wordmark pertaining to the team name. The “Golden Knights” mark was officially registered in 2018 and applied to the following categories:
- Clothing consisting of bandanas, bodysuits, caps, housecoats, jerseys, T-shirts, sweaters, swimsuits, vests, warm-up suits, wristbands, and more
- Entertainment services, including ice hockey exhibitions
Knights helmets logo
One of the first things that come to mind when you hear ‘‘Vegas Golden Knights’’ may well be their Knights helmet logo. This logo consists of the letter “V” on a knight’s helmet, held within a shield. The trademark was registered in 2018 in the following categories:
- Entertainment services, including ice hockey exhibitions
- Goods and services, clothing including bodysuits, boxer shorts, caps, housecoats, jackets, leotards, sun visors, suspenders, pajamas, warm-up suits, and more
Related: How to trademark a logo
It’s Knight Time
In 2019, the Knights trademarked the slogan ‘‘It’s Knight Time,’’ a phrase that has become inextricably linked with the Golden Knights. The trademark applies in the following categories:
- Entertainment services, including development, production, and post-production of televised broadcasts
- Providing web and mobile-based digital programs and downloadable videos, webcasts, and audio content related to professional hockey
- Entertainment services related to the exhibition of professional ice hockey games
Following its first use in 2018, the slogan ‘‘Knight Up’’ was registered in 2019. This slogan is most often seen on merchandise and clothing related to the Golden Knights. It is registered in one category:
- Clothing, particularly T-shirts
The Knights trademarked ‘‘Vegas Born’’ in 2019 for use in customized credit cards/banking. However, it is registered in several categories:
- Goods and services in the banking sector
The Knights’ Guards are the Golden Knight’s mascots/cheerleaders. They are a popular fixture during games time. The wordmark was registered in 2019 for use in the following categories:
- Professional services related to ice hockey exhibitions
- Entertainment of the nature of live performances by costumed mascots and cheerleaders
Defend The Fortress
This is one of the Golden Knight’s newest trademarks – it hasn’t received official approval yet. The trademark application was filed in 2018 and is still under consideration. If approved, it will apply in the following categories:
- Clothing, including bandanas, beachwear, belts, bodysuits, boxer shorts, caps, gloves, leotards, leggings, scarves, swimwear, underwear, and more
In 2019, the Vegas Golden Knights filed for the wordmark ‘‘VGK worldwide’’ in the following categories:
- Clothing, including bandanas, bodysuits, footwear, leggings, scarves, cloth bibs, socks, coats, headwear, gloves, mittens, ear muffs, shirts, shorts, sweatpants, warm-up suits, and more
- Entertainment services include providing a website, non-downloadable videos, webcasts, films, and other media related to professional hockey
The wordmark ‘‘Nevada Born’’ is currently pending and was filed for in 2019 in the following categories:
- Entertainment services include ice hockey exhibitions and providing a website featuring information on professional ice hockey
- Children’s clothing, including baby bottoms, tops, and bodysuits
- Clothing for adults including ear muffs, nightshirt, socks, suits, sun visors, suspenders, sweatpants, vests, warm-up suits, wristbands, and more
This trademark is also related to the VGK’s cheerleading/mascot teams. The trademark was registered in 2020, following its first use in 2019. The trademark applies in the following categories:
- Entertainment services include ice hockey exhibitions and related costumed mascots and cheerleaders
Following its first use in 2017, the wordmark “Knight Line” was registered in 2020 for use in the following category:
- Live music provided by musicians, costumed mascots, and cheerleaders (related explicitly to hockey exhibitions)
- Entertainment services related to hockey games, including live music featuring drumlines
Following its first use in 2019, the wordmark “Vegas Vivas!” was registered in 2020. The wordmark is related to the VGK’s cheerleading/mascot team and applies in one category:
- Entertainment services, namely, professional ice hockey exhibitions; entertainment like live performances by cheerleaders relating to professional hockey exhibitions
The trademark filing for “Henderson born” was submitted in 2020, and it is currently pending approval. If approved, it will apply in the following categories:
- Clothing for men, women, and children
- Entertainment services, including ice hockey exhibitions, provide a website featuring information on professional ice hockey
Following its first use in 2018, the trademark “Knight Life” was registered in 2020 in the following categories:
- Entertainment services, including the sports show, relating to a professional ice hockey team. Including media related to its personnel and activities, excluding betting games and casino games
VGK ticket exchange
The trademark consists of the wordmark ‘‘VGK ticket exchange’’ and logo, which includes ‘‘VGK ticket exchange’’ alongside a ticket design. The design of the ticket also contains stylized stars on the left and right sides. The trademark, registered in 2020, applies in the following category:
- Provision of an online seller/buyer marketplace, specifically for the sale of tickets related to sporting events
This is the most recent trademark application submitted by the VGK, and the filing took place in 2021 following its first use in 2017. If approved, the trademark is expected to apply in one category:
- Entertainment services, namely, professional ice hockey exhibitions
The Vegas Golden Knights are a relatively new team who’ve already had a trademark scuffle or two in their fledgling years. However, they’ve done exceptionally well already as a new NHL team.
They’re not the most expensive team, with their estimated net worth being around 800 million dollars. However, a part of this will be made up of intellectual property and commercial sponsorships. The Vegas Golden Knights have filed 30 trademark applications to protect their intellectual property.