‘Vice City’ Trademark Abandoned by WWE ahead of GTA 6 launch
WWE has abandoned a trademark application for ‘Vice City’ in September, just weeks ahead of Grand Theft Auto 6’s launch. The company filed the trademark application on August 8 before withdrawing it on September 21, approximately a month and a half later.
The filing was most likely intended to support branding around WWE wrestler Lola Vice, who was recently promoted to the company’s main roster. Vice’s Miami, Florida hometown—the real-world location that inspired Rockstar Games’ fictional Vice City in the Grand Theft Auto series—suggests a potential thematic connection for the trademark usage.
The reasons WWE chose to abandon the trademark application remain unclear. However, the timing is notable, as the withdrawal occurred just weeks before GTA 6’s highly anticipated release, which occurred amid significant consumer interest and media coverage around the Vice City brand.
This situation illustrates the intersection of entertainment and gaming intellectual property, where established franchises and major releases can influence trademark strategy. The abandonment of WWE’s ‘Vice City’ trademark application demonstrates how companies must navigate the complex landscape of overlapping brand recognition and intellectual property rights.