WWE Files "Vice City" Trademark - Could Rockstar Respond?
- Sagar Mankar
- 1 day ago
- 3 min read
On August 4, 2026, WWE filed a U.S. trademark application for the term "Vice City."
The application (Serial No. 50031923) is currently listed as live and was submitted by World Wrestling Entertainment, LLC. It falls under International Class 41, covering entertainment services such as professional wrestling exhibitions, live performances, television and online broadcasts, fan club services, newsletters, blogs, and sports entertainment information.
"IC 041: Entertainment services, namely, wrestling exhibitions and performances by a professional wrestler and entertainer rendered live and through broadcast media including television and radio, and via the internet or commercial online service; providing wrestling news and information via a global computer network; providing information in the fields of sports and entertainment via an online community portal; providing a website in the field of sports entertainment information; fan club services, namely, organizing sporting events in the field of wrestling for wrestling fan club members; organizing social entertainment events for entertainment purposes for wrestling fan club members; providing online newsletters in the fields of sports entertainment; online journals, namely blogs, in the field of sports entertainment."
This type of trademark filing is routine for WWE, which regularly registers ring names, catchphrases, and character branding.
Why Did WWE File the "Vice City" Trademark?
The trademark is widely believed to be connected to NXT star Lola Vice, real name Valerie Loureda (shown in the above image). A Miami native of Cuban heritage and former Bellator MMA fighter, Lola has long used "Vice City" as a reference to her hometown, a nickname made famous worldwide by Rockstar Games' Grand Theft Auto: Vice City.
The timing of the filing is particularly interesting. On the same day, Lola Vice lost an NXT Underground match to NXT Women's Champion Kendal Grey before publicly saying goodbye to the NXT brand and sharing an emotional moment with her boyfriend, Damian Priest. Reports suggest she is now expected to receive a main roster call-up, likely joining SmackDown.
Trademarking "Vice City" would allow WWE to protect the branding for merchandise, entrance themes, video packages, social media, and other promotional materials as Lola transitions to the main roster.
WWE has a long history of registering trademarks to maintain control over its talent's intellectual property.
Could WWE and Rockstar End Up in a Trademark Dispute?
A legal dispute is possible, but far from guaranteed.
As Cageside Seats pointed out, Take-Two Interactive, Rockstar Games' parent company, owns multiple trademarks related to Grand Theft Auto: Vice City and Vice City Stories, primarily covering video game products under International Class 9. Earlier this year, Take-Two successfully opposed a trademark application for a restaurant called Vice City Subs, arguing that it could dilute the well-known GTA brand.
However, trademarks are generally protected within specific categories. WWE's application covers Class 41, which relates to wrestling and live entertainment, while Take-Two's trademarks mainly apply to the video game industry. Because the businesses operate in different markets, both trademarks could potentially coexist without causing consumer confusion.
Interestingly, WWE's filing arrived just as Rockstar is preparing for a marketing push for Vice City-based GTA 6 with Extended Look set for August 27 on Netflix. Most legal observers believe the matter will likely end with either no opposition, a quiet settlement, or coexistence rather than a high-profile lawsuit.
On X, fans largely responded with humor. Users joked about WWE “picking a fight” with Rockstar, imagined crossovers, or posted memes mixing wrestling and GTA imagery.