Florida Just Handed Trump a Massive Branding Win With an Airport Renaming, Raising Alarms Over the Private Trademarks Filed for the Public Facility
A $5.5 million rebrand.
Florida just renamed a major airport after Donald Trump, and the move is sparking controversy over the unusual trademark filings tied to the rebrand. The facility, formerly known as Palm Beach International Airport, is now officially President Donald J. Trump International Airport, a change that took effect early on July 9, 2026. The first plane to touch down under the new name? Trump’s own jet, which landed at 5:01 a.m., according to his son Eric Trump.
According to NPR, the airport, which handles over 8 million passengers annually, is just a few miles from Trump’s Mar-a-Lago estate, where he declared his permanent residence in 2019. The Federal Aviation Administration approved the name change, swapping the airport’s three-letter code from PBI to DJT. However, travelers won’t see the new code in booking systems until August 18, when the International Air Transport Association updates its records.
For now, passengers have to continue searching for “PBI” when booking flights or checking bags. Airport officials emphasized that the renaming is purely a branding change, with no impact on ownership or operations. In an online FAQ, they acknowledged that the transition – including updated signage, uniforms, and digital displays – will happen in phases.
The decision has drawn sharp criticism
This is mainly because Trump is the first sitting president to receive such an honor. Historically, U.S. airports named after presidents were renamed after they left office, often through local community decisions rather than state mandates. Florida Rep. Lois Frankel, a Democrat, called the move “a clear overreach” by the Legislature, arguing that it breaks from long-standing tradition.
The controversy deepened when it was revealed that Trump’s private company, DTTM Operations, filed trademark applications for the airport’s new name just weeks after the Florida Legislature passed the renaming bill. The applications, submitted in February, cover “DJT,” “President Donald J. Trump International Airport,” and “Donald J. Trump International Airport.” All three are still pending approval.
A Trump Organization spokesperson told NPR that filing for trademark protection is standard practice, citing the “Trump” brand’s global recognition and frequent targeting by counterfeiters. However, the move has raised eyebrows, given that no other presidential airport namesakes hold their own trademarks.
Trump’s organization has denied financial motives behind the renaming
“The President and his family will not receive any royalty, licensing fee, or financial consideration whatsoever from the airport renaming,” a spokesperson said. But legal experts say the trademark filings and licensing agreement between Trump and Palm Beach County create potential loopholes.
The 35-page contract, approved by the county board of commissioners in a 4-3 vote, allows the airport to use the name for signage, merchandise, and other branding. However, it doesn’t explicitly restrict Trump from profiting off the name outside the airport.
Josh Gerben, a D.C.-based trademark attorney, pointed out that the licensing agreement is non-exclusive, meaning Trump could theoretically license the name to third parties for merchandise sold elsewhere. “Based on my reading of the agreement, it would seem that if [the Trump Organization] wanted to sell merchandise online, that they would be able to do so without any connection to the airport,” he said.
The trademark applications list a wide range of goods that could bear the airport’s name, including watches, jewelry, clothing, luggage, and even “plastic slippers used in the airport environment when going through security to keep feet and socks clean.” They also cover services like airport construction, baggage check-in, and passenger shuttles – all areas where licensing fees could theoretically flow back to Trump’s holdings.
Eric Trump has dismissed concerns about potential profits
The president’s son wrote on X in May that “the agreement expressly prohibits any profit-sharing from the sale of merchandise at the airport.” However, his statement didn’t address the possibility of profits from services or merchandise sold outside the airport. The licensing agreement also gives Trump significant control over how his name and likeness are used at the airport.
For example, the Trump Organization can reject photographs, signage, or descriptions of the president if they don’t meet its standards. Gerben described this as an unusual level of oversight for a public facility, noting that it could create additional costs and logistical hurdles for the county.
The renaming process isn’t cheap. Airport officials have estimated the total cost at $5.5 million, with Florida’s 2026-27 state budget allocating $2.75 million for it. Krogman said the rebranding will proceed “based on available funding,” with the airport pursuing additional grants and other funding sources as needed. The financial burden has added another layer of criticism, with some arguing that taxpayer dollars shouldn’t fund what they see as a political vanity project.
Eric’s celebratory post about the renaming drew mixed reactions
Even some of the president’s supporters criticized the move. Reality Tea reported that others mocked Eric’s role in the process, with one commenter saying, “Typically one would omit the ‘big’ from that statement, especially when you’ve achieved so little on your own in life, and it’s all due to the lottery of having been the airport guy’s son.” The backlash highlights the polarizing nature of the renaming.
The rebranding comes as Trump continues to face scrutiny over his business dealings while in office. Financial disclosures last year revealed that he earned over $1 billion from cryptocurrency and other ventures, reigniting debates about potential conflicts of interest.
Legal experts point to historical norms, like Jimmy Carter selling his peanut farm before taking office, as examples of how presidents have traditionally separated their personal finances from their public roles. Trump’s approach has broken from that precedent, and the airport renaming is the latest example of how his brand remains intertwined with his presidency.
(Featured image: The White House)
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