Sting is applying to trademark a phrase you might have heard before.
On March 3, Sting applied to trademark the phrase “It’s STIIIIIIIING.” (That’s Sting with 8 I’s.) It looks like Sting intends to primarily use the phrase on various types of merchandise that include shirts and hats. However, it’s also listed under the following description:
“Providing wrestling news and information via a global computer network; Entertainment services, namely, wrestling exhibits and performances by a professional wrestler and entertainer; Entertainment in the nature of wrestling contests; Entertainment services, namely, televised appearances by a professional wrestler and sports entertainer; Entertainment services, namely, personal appearances by a professional wrestler and sports entertainer; Entertainment services, namely, live appearances by a professional wrestler and sports entertainer; Providing online interviews featuring professional wrestler and sports entertainer in the field of professional wrestling and sports entertainment for entertainment purposes.”
Interestingly enough, AEW commentator Tony Schiavone is listed as a co-owner of the phrase on the application. The phrase is one of Schiavone’s signature lines that he used during Sting’s tenure in WCW and AEW.
Sting retired from wrestling at AEW Revolution 2024. He won his last match, a tag team match with Darby Allin against the Young Bucks. Coincidentally, the trademark application was submitted on March 3, 2026, two years to the day that his final match took place.
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