If the name is not yet owned, you can acquire federal rights by registering it with the United States Patent and Trademark Office (USPTO) .

You must file the assignment with the USPTO Assignment Recordation Branch to make the ownership change official. The fee is approximately $40 for the first mark. Comparison of Naming Rights Costs Estimated Cost Federal Filing (Standard) $350 per class USPTO Assignment Filing Fee ZenBusiness Attorney Fees $1,000 – $3,000+ Bitlaw LegalZoom Service ~$649 + fees LegalZoom

Costs vary wildly based on brand value, from a few thousand to millions for established brands.

A legal contract must document the transfer of "goodwill" associated with the mark.

A USPTO attorney reviews the application (taking 8–12 months on average). If approved, it is published for 30 days to allow for public opposition. 2. Buying an Existing Trademark (Assignment)