Sladen Snippet - Championship Win Means New Merchandise: Lessons from NBA’s New York Knicks on Updating Your Trade Mark Portfolio

On 13 June 2026, the New York Knicks won the NBA Championship. Just three days later, on 16 June 2026, the team filed two new US trade mark applications (Serial Nos. 99888871 and 99888889) covering an expanded range of goods, including jewellery, rings, trophies of precious metals, costume jewellery, bracelets, earrings, and necklaces. This swift action demonstrates an important principle that all businesses should be aware of: when your business expands the scope of its goods or services, its trade mark protection should expand with it.

This is extremely clever by the Knicks.  By filing an application on the US Trade Marks Register, they quickly protected not only their ability to sell championship merchandise, but also take the first steps in securing the right to stop others from selling counterfeit championship merchandise.

Trade mark protection is not a “set and forget” exercise. A trade mark registration only protects you in respect of the goods and services for which it is registered. If your business diversifies — launching new product lines, entering new markets, or offering new services — your existing registrations may not cover those new activities. The Knicks’ prompt action in filing for jewellery and trophies alongside their championship win shows proactive brand management in action.

So be like the Knicks and regularly review your trade mark portfolio to ensure it reflects the products you actually sell or the services you provide. Whether you are expanding into a space which you didn’t previously have protection for, launching a new product line or winning an NBA championship, consider whether your current registrations provide adequate protection. Taking active steps to update your portfolio at the time of change can save significant costs and headaches down the track.

If you would like assistance reviewing your trade mark portfolio or filing new applications, contact:

Thomas Howell
Associate
T +61 3 5226 8526
Ethowell@sladen.com.au

Michelle Dowdle
Principal Lawyer
T +61 3 9611 0114 | M +61 408 674 256
Emdowdle@sladen.com.au