It's time for sensational Dallas Mavericks rookie Luka Doncic to look for a new nickname. The reason: the United States Patent and Trademark Office denied the Mavs' trademark applications for Doncic's nicknames (“The Matador” and “El Matador”) on April 16, per Forbes Magazine's Doyle Rader.

The United States Patent and Trademark Office denied the Mavs' trademark applications for two of Luka Doncic's nicknames.

The Mavs sought to acquire the rights THE MATADOR and EL MATADOR, last December. Doncic picked up the nickname of Matador while playing for Real Madrid in Spain before joining the NBA.

According to trademark lawyer Josh Gerben, who has been following the application process, the refusal isn't a surprise.

In a video posted to Twitter, he states that the reason that the applications were rejected was because the USPTO found 20 other preexisting Matador trademarks that it views as too similar to Doncic's marks.

Gerben also says the Mavs' list of uses for the nicknames is too broad. In its trademark application, the Mavs included “clothing and sporting goods to audio recordings, laser discs, jewelry, snack food, and lighting fixtures,” per Forbes Magazine.

According to Rader, Mavs owner Mark Cuban said applying for trademarks and URLs for players is the team's way of making sure other entities don't get them.

However, the USPTO places emphasis on companies' genuine intent of using these trademarks for the products and services included in the application. Entities cannot file applications just because they want to get first dibs on certain trademarks.

Cuban summed up his sentiments on the rejection to Rader via e-mail. “Sh*t happens,” he said. “Moving on.”

Nonetheless, Doncic may wind up having a new trademarked nickname.

Raders says Doncic's mother, Mirjam Poterbin, applied for USPTO trademarks for his “LUKA 77” and “LUKA MAGIC 77” nicknames. The processing time usually takes an estimated four months.

“LUKA 77” and “LUKA MAGIC 77” don't sound bad at all. They have a nice ring to them. They fit Doncic to a T.

If the USPTO approves these nicknames, the “LUKA 77” and “LUKA MAGIC 77” frenzy will reach epic proportions.

Doncic is a frontrunner for 2019 NBA Rookie of the Year honors. He's taken the NBA by storm. Having a new nickname or two will serve him well.