Taco Bell is officially getting into sports!

The company recently announced the Live Más Open, a nine-hole golf tournament hosted by Kevin Hart and created in partnership with Topgolf. The event will bring together celebrities, professional athletes, content creators, and fans.

Taco Bell filed a federal trademark application for LIVE MÁS OPEN in February 2026. The application seeks protection for:

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• Class 25: Clothing, including shirts, hats, and other apparel.

• Class 41: Organizing golf tournaments and providing golf-related entertainment services.

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Trademark protection does not automatically expand as your business grows, something many business owners overlook. A federal trademark registration protects a brand in connection with the goods and services listed in that registration. If your business begins offering new products or services, your existing registration may not cover them.

Businesses also cannot simply add new goods or services to an existing trademark registration or broaden the scope of an application after filing. If your business expands beyond what was originally covered, you may need to file an additional trademark application to protect those new areas.

This is why business owners should review their trademark protection when expanding into new areas, such as:

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• Launching new products or services

• Selling merchandise

• Hosting events or providing entertainment

• Developing software or an app

• Entering a new industry

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Taco Bell's decision to file for LIVE MÁS OPEN is a smart trademark strategy. Rather than relying solely on its existing LIVE MÁS protection, the company took steps to seek additional protection for golf tournaments and clothing before launching the event.

Although the new application is not guaranteed to register, Taco Bell's approach demonstrates the importance of reviewing trademark protection as business expands.

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