Sting Trademarks Iconic Catchphrase and “Old Man Sting” Persona

Professional wrestling legend Sting, whose real name is Steve Borden, has filed for new trademarks with the U.S. Patent and Trademark Office, solidifying his brand and legacy within the industry. The filings, made on Tuesday, March 3, 2026, include his signature catchphrase, “IT’S STIIIIIIIING!” with eight “i’s” and an exclamation point, as well as the moniker “Old Man Sting.” Tony Schiavone is also listed as an owner of the trademark relating to the iconic call.

Securing the Legacy

The trademark for “IT’S STIIIIIIIING!” recognizes the importance of Schiavone’s role in popularizing the phrase, which became synonymous with Sting’s dramatic entrances and persona. Michael E. Dockins is listed as the attorney of record for the filings.

This isn’t Borden’s first foray into trademarking his wrestling identity. He already holds trademarks for his signature face paint designs, the black-and-white scorpion image, and the nickname “The Icon.” These trademarks protect his intellectual property and prevent unauthorized employ of his established branding.

The Next Generation

The trademark filings approach as Sting enjoys a well-deserved semi-retirement from in-ring competition, having officially retired in March 2024 after a tag team victory with Darby Allin at an AEW event. His son, Steve Borden Jr., is now beginning to forge his own path in professional wrestling.

Borden Jr. Has been actively competing in dark matches for All Elite Wrestling (AEW) throughout 2026, gaining valuable experience and exposure. He also wrestled for DEFY and at the ACW 52W Hardway event in New York on October 3, 2025 [SI.com].

A Lasting Impact

Sting’s career has spanned decades, and his impact on professional wrestling is undeniable. By securing these trademarks, he ensures that his legacy and brand will continue to resonate with fans for years to come, while also paving the way for his son’s burgeoning career. [Wikipedia]