A group led by former NBA owner and executive Jerry Colangelo unveiled plans to bid for a potential NBA expansion franchise just last week, but behind the scenes it appears to have been preparing the Las Vegas Jacks for more than a year, trademark filings show.
When the Jacks were announced July 8, the name drew criticism online from people upset about the planned use of a gambling term, and some pointed out that the WNBA already has the Las Vegas Aces. “We hope they can come up with a more impressive team name,” one account with more than 461,000 followers wrote on social media. Barstool Sports published a story saying the name “stinks.”
Naysayers may be dismayed to learn the group behind the Jacks—which in addition to Colangelo includes Horizon Sports & Experiences CEO David Levy, ESPN commentator and former Bulls point guard Jay Williams, and former Clippers coach Vinny Del Negro—didn’t just come up with the name. A corporate entity called LV NBA Newco LLC filed two separate trademark applications in 2025, one in May for “LV Jacks,” and another in June for “Las Vegas Jacks.”
Although the filings don’t explicitly say Colangelo’s group is behind the trademark applications, LV NBA Newco uses an address in Overland Park, Kansas, that is home to Prime Capital Financial, where Scott Colangelo, who is part of the Jacks group, serves as managing partner. (Scott Colangelo reportedly has no family relation to Jerry Colangelo.)
Both trademark applications seek to use the names for two purposes: T-shirts, sweatshirts, and other apparel, plus “entertainment services in the nature of professional basketball exhibitions”—in other words, a professional basketball team.
Although the U.S. Patent and Trademark Office initially denied both applications due to potential confusion with other existing trademarks, each has since received approval. LV NBA Newco will be able to formally register the trademarks once it proves commercial use, which as one example can be done through the sale of merchandise, intellectual property attorney Josh Gerben tells Front Office Sports.
In total, the group paid $2,200 in fees to apply for the two trademarks, its applications show. “For a business of that size, that’s very inexpensive,” Gerben says. Colangelo’s group claims to have already raised $8 billion for an expansion bid.
“It’s a Really Good Strategy Given the Cost”
The Jacks are not guaranteed to exist. The NBA Board of Governors in March voted to approve the league exploring bids for expansion franchises in Las Vegas and Seattle, but that doesn’t mean those expansion teams will definitely be launched. Meanwhile, the Jacks group faces competition from others interested in buying the potential Las Vegas franchise. Golden Knights owner Bill Foley has said he will pursue an expansion bid, as have former Disney CEO Bob Iger (alongside venture capitalist Josh Kushner), former Bucks owner Marc Lasry, and NBA legend Magic Johnson.
Still, Gerben says what the Jacks have done is “actually very good trademark strategy.”
“In today’s world, trying to name a pro sports team is a daunting task,” he tells FOS. “Look at what the Commanders went through to end up at that name, the trademark issues they had. The Cleveland Guardians had issues, too, because there was a roller derby club called the Guardians.”
Plus, by filing so early, the group has planted its flag for use of “LV Jacks” and the “Las Vegas Jacks,” meaning it can “prevent squatters” from trying to begin establishing any rights to those terms, Gerben says.
“It’s a really good strategy given the cost,” he tells FOS.
The attorney on the trademark filings for LV NBA Newco declined to comment, and representatives for Jerry Colangelo’s group did not immediately respond to requests for comment.
