In a move that nobody saw coming, a company based in New York has filed trademark paperwork with the State of Florida which gives it ownership of the term Daytona Beach Bike Week.
The Daytona Beach News Journal is reporting that the holding company quietly filed the paperwork, spending less than $100 to basically steal the name, which previously no one entity controlled, and is using it to attempt to force local businesses to stop selling merchandise with the phrase, "Daytona Bike Week."
Yosef Amar, owner of Joe Cool Inc., said his claim to the trademark rights on the event's name is based on the fact he has produced T-shirts and other products with the Daytona Beach Bike Week name since 1987.
Other companies say they've produced T-shirts longer than Amar and it may take a court to eventually settle this dispute.
Read the News Journal report here.