# Branding Battles & Billion-Dollar Deals: The WWE-Netflix Partnership and the Future of Trademarks

By AJ Krow · Published 2024-02-01 · Updated 2026-06-09 · Professional AV on MarketScale
Canonical: https://www.marketscale.com/industries/pro-av/branding-battles-billion-dollar-deals
Creator hub: Krow Knows

> A blockbuster streaming deal reveals how intellectual property rights are reshaping negotiations in sports and entertainment

## Key points

- The WWE-Netflix deal underscores how trademark ownership shapes the terms of major streaming agreements.
- Intellectual property rights are becoming a primary bargaining chip in sports and entertainment partnerships.
- Brands must proactively manage and protect their trademarks as distribution moves to streaming platforms.

Block Field

In a monumental shift within the entertainment and sports industry, the recent [$5 billion deal](https://www.yahoo.com/entertainment/netflix-5-billion-rumble-wwe-140000599.html#:~:text=Netflix%20is%20ready%20to%20rumble,TV%20networks%20have%20long%20dominated.) between [WWE](https://www.wwe.com/) and [Netflix](https://www.netflix.com/) marks a significant moment, not just for the broadcasting landscape but for intellectual property rights in the athletic and entertainment spheres. This deal, highlighted by the announcement of **Dwayne Johnson**, aka "The Rock," joining the board of directors for **TKO**—a newly formed entity between WWE and [UFC](https://www.ufc.com/)—underlines a pivotal change. The agreement includes granting Johnson full trademark rights to "The Rock," a move that sparks a broader conversation about the value and power of trademarks in branding and business strategies.

> The agreement includes granting Johnson full trademark rights to "The Rock," a move that sparks a broader conversation about the value and power of trademarks in branding and business strategies.

How does this landmark deal impact not only celebrities and public figures but also businesses across industries, signaling a new era in the strategic importance of trademark rights for brand protection and value enhancement?

This episode of "[Krow Knows](https://marketscale.com/shows/krow-knows/)" host, **AJ Krow** and **Kevin Hartley**, co-founder and CEO of **Trust Tree Legal**, delves into the intricacies of trademarks in the business realm. The two discuss:

- The significance of the WWE-Netflix deal and its implications for the broadcasting and sports entertainment industries.
- The impact of trademarks on branding and the value they add to businesses and personal brands.
- Dwayne Johnson's strategic move to secure full trademark rights to "The Rock" and its potential effects on his future endeavors.

### About the Speakers

**Kevin Hartley** brings a wealth of knowledge and expertise to the conversation. With a decade of exclusive practice in trademark law, Hartley's background as a lifelong wrestling fan and a seasoned attorney offers a unique perspective on the subject. His firm, Trust Tree Legal, specializes in providing low-cost, high-quality trademark services, emphasizing the critical role of trademarks in protecting and enhancing the goodwill of a brand.

Tags: branding, Kevin Hartley, Netflix, TKO, Trust Tree Legal, UFC, WWE

---
Source: MarketScale, https://www.marketscale.com/industries/pro-av/branding-battles-billion-dollar-deals. Published for AI indexing and citation; cite the canonical URL. Site guide for agents: https://www.marketscale.com/llms.txt