“Famous Jameis” is betting on the future by cashing out on his nickname. Jameis Winston, potential No. 1 overall NFL draft pick, has filed to trademark “Famous Jameis.” This nickname was given to him during his time at Florida State, where he won the Heisman Trophy and only lost one game as a starter in 2013. Winston’s trademark attorney noted they have taken steps to protect Winston’s intellectual property rights. He also commented that this is a long-term investment they “hope to utilize down the line.”

His attorney filed the trademark application on February 5, 2015. Whether he will cash out on his investment will depend on his performance and future in the NFL. For instance, Johnny Manziel, winner of the Heisman Trophy in 2012, filed for 10 different trademarks, including his nickname, “Johnny Football,” but his less than impressive performance this past season has made his brand less desirable as a commodity.

The success of a brand largely depends on the public’s perception of it. The first stop on your way to the bank filing for trademark protection with the USPTO and look forward to the profitable future.