Earlier this month, Starbucks filed an intent-to-use (ITU) service mark application with the USPTO for “STARBUCKS” in connection with promoting business, sports, and entertainment events of others in International Class 35 as well as providing stadium and training facilities for sports and entertainment activities in International Class 41. The application is generating buzz that Starbucks is planning to use its famous name on a stadium, like many other brands (e.g., American Airlines Center,[1] Little Caesars Arena,[2] FedExForum,[3] and Staples Center[4]). Beyond the ITU, Starbucks reportedly made no comment.[5]







See, e.g., Amelia Lucas, Starbucks files trademark application for stadium naming rights, CNBC (Jun. 11, 2021 at 12:08 PM) ( https://www.cnbc.com/2021/06/11/starbucks-files-trademark-application-for-stadium-naming-rights.html) (“A Starbucks spokesperson said the company has no further details to share beyond the June 2 filing.”).