Mavericks’ Luka Dončić Fighting His Mother In Legal Battle Over Trademark To His Name

NBA: Playoffs-Dallas Mavericks at Golden State Warriors
Kelley L Cox-USA TODAY Sports

According to the legal firm Brown Rudnick, Dallas Mavericks star Luka Doncic filed a petition against his mother with the United States Patent and Trademark Office. The player is seeking to cancel the “LUKA DONCIC 7” trademark that his mother controls and allegedly refuses to relinquish.

Doncic told NBA reporter Marc Stein that he wants to control his brand as he grows as both a person and a player.

“I have a lot to look forward to as I continue to grow as a player and a person and it’s important to me to control my own brand and focus on giving back to my communities.”

Doncic reportedly gave permission to his mother to register his name as a trademark during his 2018 rookie season. Stein also says that Doncic attempted to get his mother’s company to relinquish the trademark via writing, but to no avail. A new logo was revealed by Doncic last season on his Jordan Brand sneakers and apparel. The logo used his initials, LD, his number 77, and the letter “S” for his home country Slovenia.

Doncic attempted to trademark the “Luka Doncic” name but the U.S Patent and Trademark Office had “preliminarily” rejected it, likely due to the Trademark’s similarity to the one his mother owned. As a result, the player’s latest filing was said to be a “last resort in a bid to gain full control over his name, brand, charitable foundation and business affairs, since conflicting trademarks prevent Doncic from holding clear rights to use his own name.”

Doncic has put up historic numbers through first three NBA seasons after originally being drafted 3rd overall by the Atlanta Hawks. Doncic subsequently had his draft rights traded to the Mavericks in exchange for draft rights to fifth overall pick Trae Young and a future first-round selection. Doncic produced one of the best starts to a career in NBA history, after his first three seasons in the league.

Before he even turned 21-years-old, Doncic finished with the second-highest scoring average (24.2 ppg) by a player before their 21st birthday in NBA history (LeBron James, 25.0 ppg). He also produced 21 of his franchise-record 25 triple-doubles before his 21st birthday, which is the most by a player, before turning 21, in league history. Doncic currently ranks 11th all-time with 36 triple-doubles.

The Mavericks star has earned back-to-back All-NBA First Team honors, becoming the youngest player in NBA history to accomplish the feat. He was voted a starter in both the 2020 and 2021 All-Star Games.

New York Post has more HERE.