Florida's decision to rename Palm Beach International Airport after President Trump has triggered an unusual legal maneuver: his family business is racing to secure trademark rights over the presidential name itself, a strategy trademark lawyers say has no historical precedent.
The move raises questions about who controls how a sitting president's name appears on public property. While Trump's organization has pledged not to collect royalties from the airport renaming, trademark experts warn the filings could grant his company significant power over the airport's branding and merchandise.
The Trademark Filings
DTTM, the company representing Trump and his family, filed three trademark applications with the U.S. Patent and Trademark Office. Two applications cover "President Donald J. Trump International Airport" and "Donald J. Trump International Airport," tied to airport construction and repairs. The third targets "DJT" for the same purposes.
What stands out is the exhaustive merchandise list attached to the two main applications: pet clothing, regular apparel, bags, watches, jewelry, umbrellas, tie clips and socks. The filings also claim airport lounges.
Trademark attorney Josh Gerben first reported the applications in February. The Trump Organization declined to comment when contacted by Axios in February, March and again after DeSantis signed the bill Monday.
Trademark attorney Craig Simmeron characterized the broad claims as a "shotgun approach," suggesting DTTM is casting a wide net with the intention of abandoning some claims later. "Like watches, he probably could get that. But security services, airport lounges, no," Simmeron said.
Eight commercial airports in the U.S. currently bear presidential names, but none involved a sitting president's private company filing trademark applications for a public building, according to trademark experts.
Control Through Trademark
Florida's bill, which takes effect July 1, requires a legal licensing agreement granting Trump's name to the airport at no cost. That agreement opens the door to trademark control.
"That means the mark owner will be able to exert some control over the way the mark is used," said Alexandra Roberts, a law professor at Northeastern University. She pointed to specifics like font choices, logo design and the size of Trump's name displayed on the airport's exterior.
Trademark approval doesn't hinge on whether Trump profits, noted Gerben. Instead, the standard hinges on whether the airport actually uses the name and actively sells merchandise bearing it.
Trump's company has filed hundreds of trademark applications carrying his name since the 1980s. Early in his presidency, some lawyers worried such filings might violate ethics rules. Most legal experts now believe the applications survive legal scrutiny, though this airport application represents uncharted territory.
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