On March 22 the UFC filed two trademark applications for the term WHAT THE FIGHT?!. The term is something we’ve been using at Bloody Elbow since last July.
In the statement section of the UFC’s trademark application, where companies lay out what they want to use this term for, ZUFFA provided the following explanations:
“Entertainment services, namely, providing non-downloadable audio and video recordings featuring humor, sports, entertainment and pop culture; entertainment services, namely, a multimedia program series featuring humor, sports, entertainment and pop culture distributed via various platforms across multiple forms of transmission media; providing information in the field of humor, sports, entertainment and pop culture”
“Audio and video recordings featuring humor, sports, entertainment and pop culture; downloadable audio and video recordings featuring humor, sports, entertainment and pop culture via global communication network and video-on-demand service”
At this time of writing neither application has been assigned to an examiner at the US Patent and Trademark Office (USPTO).