Las Vegas Jacks Build Long‑Term NBA Expansion Campaign

Who Is Behind the Bid

A coalition led by former NBA owner and executive Jerry Colangelo has been laying the groundwork for an NBA expansion franchise in Las Vegas for more than a year. The group also includes Horizon Sports & Experiences CEO David Levy, former Bulls point guard and ESPN commentator Jay Williams, and ex‑Clippers coach Vinny Del Negro. Though the name “Las Vegas Jacks” sparked online backlash over its gambling connotations, the team behind it has been preparing the brand well before the public unveiling.

The names caught critics early on, with some social‑media users mocking the choice and even comparing it to the existing WNBA franchise, the Las Vegas Aces. Barstool Sports published a piece calling the name “stinks,” while a high‑profile account warned the team to “come up with a more impressive team name.” Undeterred, the ownership circle moved forward, filing trademark paperwork that suggests the brand was already in development.

Trademark Moves and Legal Strategy

Two applications were filed in 2025 by LV NBA Newco LLC: one in May for “LV Jacks” and another in June for “Las Vegas Jacks.” Both cover apparel like T‑shirts and sweatshirts, as well as “entertainment services in the nature of professional basketball exhibitions.” The U.S. Patent and Trademark Office initially rejected the filings over potential confusion, but both have since been approved. The group paid a modest $2,200 in fees, a figure attorney Josh Gerben called “very inexpensive” for a venture seeking $8 billion in backing.

Although the applications do not explicitly name Colangelo’s team, the address listed for LV NBA Newco ties to Prime Capital Financial, where Scott Colangelo—a member of the Jacks’ ownership circle—serves as managing partner. The USPTO will only finalize registration once the marks demonstrate commercial use, which can be satisfied by merchandise sales or other branding activity.

Playing the Naming Game in a Crowded Field

Early filing gives the Jacks a strategic edge in a crowded market. With competitors such as Golden Knights owner Bill Foley, former Disney CEO Bob Iger (paired with VC Josh Kushner), ex‑Bucks owner Marc Lasry, and NBA legend Magic Johnson also eyeing Las Vegas, securing trademark rights prevents “squatters” from staking claims. Gerben pointed to the naming headaches of the Washington Commanders and Cleveland Guardians, both of which faced trademark obstacles, as a cautionary tale.

The Las Vegas bid sits within the NBA’s broader expansion plans. In March, the Board of Governors voted to explore new franchises in Las Vegas and Seattle, signaling that the league is seriously considering adding teams in those markets. While no franchise is guaranteed, the Jacks’ early groundwork positions them as a serious contender for the coveted spot.

What This Means for the Future

If the Jacks move quickly to launch merchandise and fan engagement programs, they can satisfy the USPTO’s commercial‑use requirement and lock in their branding. The modest cost and the $8 billion capital claim suggest the group is ready to invest heavily in building a fan base and facilities. As the NBA’s expansion timeline tightens, the early trademark filings and public branding efforts could give the Las Vegas Jacks a head start over rival bidders.

For fans and analysts watching the race for an expansion franchise, the Jacks’ steady, behind‑the‑scenes preparation may prove just as important as the high‑profile announcements of other interested parties. The combination of established basketball personalities, significant financial backing, and a clear branding strategy could make the Las Vegas bid a formidable contender in the upcoming expansion fight.