Dwayne “The Rock” Johnson Now Owns His Name

(NewsInsights.org) – Dwayne Johnson may have started his career as a college football athlete sidelined from professional ambitions by an injury, but most people would say he’s done alright as a movie star headlining blockbuster hits. Still, Johnson seems loathe to rest on his laurels, as his record of creating merchandising successes attests. He just signed a deal with TKO Group Holdings, Inc., the parent company of WWE and UFC, to join the board of directors. As part of the deal, TKO granted Johnson full ownership of his trademarked wrestling name, “The Rock,” effective January 23.

TKO and Johnson negotiated their deal based on Johnson’s “experience identifying and cultivating” business opportunities through negotiating media rights, arranging live events, and recognizing activities ripe for sponsorship, licensing, and social media promotion. Johnson will also receive stock options worth over $30 million over the next two years.

According to a press release from TKO, the WWE and TKO entered into a services and merchandising agreement with Johnson. Endeavor Group Holdings, Inc. is the majority owner of TKO, and Endeavor CEO Ari Emanuel also serves as the CEO of TKO. Emanuel stated he was “thrilled” to add Johnson and “his immense talent to TKO’s Board.”

Like most professional wrestlers, Johnson used his nickname, “The Rock,” professionally and became widely known while performing for the WWE. However, Vince McMahon, the previous WWE owner until April 2023, legally trademarked wrestlers’ stage names, nicknames, likenesses, and gimmicks as business assets under the Lanham Act. When he sold the majority of his WWE shares to form TKO in April 2023, McMahon transferred ownership of the trademarks to TKO.

Stars like Johnson, Steve Austin, John Cena, and many others previously had to seek McMahon’s approval on projects and provide a cut of the earnings. In fact, McMahon appeared as an executive producer on Johnson’s movies through 2004, when films credited him as Dwayne “The Rock” Johnson.

Johnson said he felt gratified and “humbled to have a seat at the table that has decades of history and family legacy for me.” His father and grandfather were also professional wrestlers. The athlete said his family helped build the organization, giving him a sense of “coming full circle.”