Even in retirement, “The Icon” is taking steps to protect his legendary brand. Wrestling Hall of Famer Sting (real name Steve Borden) has officially filed paperwork to secure the trademark for one of the most recognizable catchphrases in the history of professional wrestling television.
Securing the Rights to a Legendary Call
According to public documents available on the U.S. Patent and Trademark Office website, an application was filed on Tuesday, March 3, 2026, to trademark the phrase “IT’S STIIIIIIIING!”—specifically stylized with eight “I’s” and an exclamation mark at the end. Notably, veteran AEW broadcaster Tony Schiavone is also listed as a co-owner of the trademark, recognizing his role in popularizing the signature call throughout the Monday Night Wars in WCW and later in All Elite Wrestling.
Prominent wrestling attorney Michael E. Dockins is listed as the attorney of record for the filing. This latest move adds to Sting’s already extensive portfolio of protected intellectual property. On January 7, 2025, he filed to trademark the moniker “Old Man Sting” for wrestling purposes. He also holds active trademarks for his signature face paint designs, his iconic black-and-white scorpion imagery, and the widely used nickname “The Icon.”
While Sting has stepped away from active in-ring competition, the Borden family legacy continues inside the squared circle. His son, Steven Borden, has officially begun his own professional wrestling career. Throughout 2026, the younger Borden has gained valuable experience wrestling in untelevised dark matches for AEW. Prior to that, he cut his teeth on the independent scene, competing in matches for DEFY Wrestling and appearing at the ACW 52W Hardway event in New York in October 2025.