Calgary Flames rookie Johnny Gaudreau is off to a great start to his career, putting up 32 points in 42 games and earning the obvious nickname of 'Johnny Hockey.'
The 21-year-old is now taking steps to make sure he protects his brand by having his agent trademark the nickname, according to TSN.com.
The trademark, which has been filed in both the United States and Canada, is intended to stop others from profiting off Gaudreau's fame.
"We were concerned that people were going to abuse the Johnny Hockey name, coming out with Johnny Hockey shirts and stuff and we wanted to make sure that did not occur," Lewis Gross, Gaudreau's agent, told TSN. "We felt that Johnny was going to be a special player and if he takes off the way we felt he could, he has the potential to have endorsement opportunities that could be very valuable."
So far Johnny Hockey's endorsements include equipment maker Bauer, as well as a Calgary pizza chain and an auto dealer.
- Brendan Maloy