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.
Â 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.
Â A spokeswoman for Kelloggs stated: ÂKellogg will continue to defend our very strong and iconic Special K brand- which is known and loved by many AusraliansÂ.
Â 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.
Â 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 worldÂs 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.