The 21 year old tennis star and doubles star partner Nick Kyrgios have been affectionately dubbed the Special Ks by the media. Kokkinakis now wants to use this nickname for a branding campaign for clothing and tennis wear.
International cereal giant Kelloggs has held an Australian trade mark for its Special K breakfast cereal for more than 50 years- it is now seeking to stop him from using it.
A spokeswoman for Kelloggs stated: “Kellogg will continue to defend our very strong and iconic Special K brand- which is known and loved by many Ausralians”.
Kokkinakis father, Trevor is at the helm of the company that is attempting to register the Special K trade mark in order to create a brand of the tennis player.
Sports stars across the globe have long been using their brand to increase their earnings by marketing their own products or those of third parties. This can be a very powerful way to bolster earnings- the 2016 Forbes Fab 40 list which compiles the world’s most valuable sports brands, reported that fellow Roger Federer owns the most valuable athlete brand and is worth $36m annually, he is closely followed by football stars Lionel Messi and Christiano Ronaldo.