New York Knicks basketball player Jeremy Lin has filed to trademark the term "Linsanity", used to characterize his rapid rise to NBA stardom.Cha-ching!
Mr Lin filed the application on 13 February with the US Patent and Trademark office.
There are four other applicants vying for the rights to the catch phrase, two of whom filed before Mr Lin.
The player, who had previously been let go by two teams, has lead the Knicks to a winning streak.
Mr Lin's filings indicates the trademark will be used for a slew of sporting good, sports wear and other merchandise.
His soaring media presence has made him a star in both the US and Asia.
Lin is the first American basketball player of Taiwanese descent to play in the NBA.
He was recently named the NBA's Player of the Week, only the second Asian player to earn that honour.
The first was China's Yao Ming, who recently retired.
Yenchin Chang from California became the first person to try and trademark "Linsanity", making his filing on 7 February.
However, a lawyer that represents Mr Lin told Bloomberg news agency: "We're prepared to enforce his intellectual property rights," said Pamela Deese, from the law firm Arent Fox LLP.
She said she had filed the trademark application on Mr Lin's behalf. (BBC News)
And as for those other folks that filed before him...I hope that the Patent Office tells them to kick rocks. I don't know how these things work, but it would seem that since Jeremy Lin is the one doing all the work and it's, you know, his name being used as an admittedly clever but incredibly bad pun, he'd have first dibs. For his sake, I certainly hope so.
And wouldn't you know...the press is already trying to link the poor man to Kim Kardashian, but he put the kibosh on that one quick, fast, and in a huge hurry. Despite the Kim K. nonsense, this is actually a pretty decent interview--the first relatively in-depth one I've seen with him.