NWA Tag Team Files Bedrock Cease and Desist Against WWE Over Illegal Use of ‘The Now’

When a tag team’s catchphrase becomes the flashpoint in an unprecedented legal showdown, tension ascends from the ring to the courtroom. A high-profile NWA tag team has formally issued a cease and desist notice to WWE, alleging intellectual property infringement over the unauthorized use of the phrase “The Now” — a term central to the NWA’s branding identity. The dispute underscores growing friction between regional wrestling promotions asserting proprietary claims, and major networks using signature language without authorization.

With legal rhetoric sharpened and brands on high alert, this collision signals a shifting landscape in sports entertainment’s linguistic battles.

At the heart of the controversy is the term “The Now,” a phrase deeply embedded in the identity of the National Wrestling Alliance (NWA), used both as a thematic rallying cry and a signature element of promotional messaging. The NWA has long cultivated a legacy rooted in regional loyalty, and “The Now” functions as more than just words — it’s a brand touchstone that evokes authenticity and tradition.

When a prominent WWE tag team frequently aired or referenced the phrase on prime-time televised matches, the NWA view it not as mimicry, but as a dilution of their intellectual and cultural property.

The dispute centers on unauthorized use

WWE’s tag team adopted “The Now” as a rallying slogan during a series of televised dominances, integrating it into promos, social media graphics, and in-ring segments. For weeks, fans and analysts alike noticed repeated use of the phrase, particularly during high-stakes matches and pay-per-view events. Yet, when WWE’s legal department reviewed the matters, they identified clear parallels to NWA’s registered trademarks.

Legal grounds and brand protection

Intellectual property law provides clear protections for registered slogans and catchphrases, especially when used to evoke a specific brand’s ethos.

The NWA has historically enforced rights tied to its name, logo, and signature phrases, arguing that unauthorized replication risks consumer confusion and diminishes brand value.

1. The NWA maintains a formal policy on unauthorized appropriation of its proprietary terms, citing years of precedent in protecting its intellectual assets.
   
2. WWE’s repeated deployment of “The Now” across broadcast scripts and marketing materials crossed a threshold where fair use did not suffice.
   
3. The challenge lies in proving intent and impact—whether WWE’s use was incidental or systemic, المقيمة by the NWA’s legal team as a demonstrative breach of ownership rights.
   
4. Both parties are evaluating whether this constitutes a trademark violation under the Lanham Act, with potential for injunctions or financial penalties.

   Experts note that while tag team wrestling often borrows memorable phrases, the deliberate and consistent branding of “The Now” elevates it beyond common linguistic exchange into trademark territory. “This isn’t just about words,” said wrestling legal analyst Dr. Elise Marquez.

   “It’s about identity. For the NWA, ‘The Now’ isn’t just a slogan—it’s part of a living legacy. Using it without sanction crosses into infringement’s legal domain.”

   WWE’s response, while cautious, acknowledged awareness of the concern but stopped short of formal acknowledgment.

   Internal reports suggest the network viewed the phrase as part of broader wrestling vernacular rather than proprietary content. Still, the cease and desist signals a broader trend: regional promotions are increasingly treating language and imagery as enforceable intellectual assets, not open-ended tools for branding.

   < 메시지가 전해진다 — wrestling’s linguistic frontier has crossed into legal court. As the NWA stands firm in its claim, the stormclouds around creative borrowing grow thicker.

   WWE’s use of “The Now” on prime TV risked more than fan skepticism; it triggered a formal standing ovation of rights enforcement in a sport long defined by rebellion and reclamation. Whether this dispute ends in settlement or landmark precedent, it marks a definitive moment: in wrestling, even words are owned.

   Why ‘The Now’ Matters: The NWA’s Brand as Lifestyle

   The phrase “The Now” transcends typography or branding—it encapsulates a moment, a mindset, and a moment in professional wrestling history.

   Originating in the NWA’s push to reassert regional identity amid globalization, “The Now” became more than a slogan; it symbolized immediacy, dominance, and the present moment in wrestling’s narrative arc. Teams that adopted it internalized its weight, using it as a motivational mantra and a marketing tool tied to dominance and urgency. Still, the NWA’s registration of associated imagery and slogan derivations reflects a strategic effort to protect the cultural equity invested in their legacy.

   Legal battles over such terms underscore a fundamental shift: in an era where content creation is instantaneous and shareable, even a phrase’s echo can trigger trademark scrutiny. WWE’s use of “The Now” thus tapped into a cherished lexicon without clearance—raising questions not just about rights, but about respect for a brand’s soul. As rival promotions navigate this new terrain, one truth remains clear: in wrestling, as in law, context and ownership define what’s borrowed—and what’s stolen.