DALLAS, TX - MARCH 26: (EDITORS NOTE: Image has been digitally enhanced) Luka Doncic #77 of the Dallas Mavericks shakes hands with teammates as he walks off the court against the Sacramento Kings on March 26, 2019 at the American Airlines Center in Dallas, Texas. Mandatory Copyright Notice: Copyright 2019 NBAE

Mavs' attempt to trademark Doncic's 'Matador' nickname denied

7 years ago

Sean Berry / National Basketball Association / Getty

The United States Patent and Trademark Office has rejected the Dallas Mavericks' trademark applications for Luka Doncic's nickname.

The Mavs submitted applications for "The Matador" and "El Matador" in December. However, the USPTO determined that the Doncic trademarks were too similar to 20 other "Matador" trademarks, according to Josh Gerben of Gerben Law Firm.

Luka Doncic's trademark applications for EL MATADOR and THE MATADOR have been refused by the USPTO.

The USPTO found 20(!) other pre-existing MATADOR trademarks that it says are too similar to Luka's marks.

Here is my analysis of the refusals 👇#lukadoncic #mavs #NBA pic.twitter.com/DXGHkWbxGO
— Josh Gerben (@JoshGerben) April 2, 2019

The Mavs won't be challenging the USPTO's ruling.

"Shit happens," Mavs owner Mark Cuban told Forbes' Doyle Rader. "Moving on."