Earlier this month, cereal company Kellogg’s took action against Australian tennis player Thanasi Kokkinakis to stop him using his nickname ‘Special K’ commercially. The company wants to prevent the 21-year-old from using the term ‘Special K’ as part of a branding campaign that would include clothing and tennis wear. “Special K is obviously an iconic cereal brand for Kellogg’s in Australia” a spokeswoman for the company’s Australian division told the Adelaide Advertiser. Justice Brigitte Markovic sent the case to a mediation conference in August and it will return to the federal court on 31 August. Situations like this are becoming increasingly common place when it comes to the big money world of celebrity image rights.
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