Bears' Caleb Williams aims to trademark 'Iceman' nickname

The Chicago Bears quarterback is looking to own his new moniker and an iconic image from a key playoff win.

Mar. 19, 2026 at 2:24am

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Chicago Bears quarterback Caleb Williams, known for his clutch fourth-quarter performances, is seeking to trademark his new 'Iceman' nickname as well as an image inspired by his iconic throw against the Packers in the 2026 Wild Card Round. The 23-year-old is taking an active role in building his own brand, filing 11 trademark applications to prevent others from profiting off his persona and to position himself for lucrative licensing deals.

Why it matters

Williams' move to trademark 'Iceman' and the Packers game image reflects a growing trend of athletes taking more control of their personal brands and intellectual property. As the NFL continues to grow in popularity, young stars like Williams are looking to capitalize on their on-field success and establish their own unique identities off the field.

The details

After a roller-coaster sophomore season that saw him struggle with accuracy at times but also make several clutch plays to lead the Bears to the playoffs, Williams has applied for multiple trademark protections around the 'Iceman' nickname he earned. His lawyer, Josh Gerben, says the goal is for Williams to 'own' his brand and prevent others from profiting off it before he can. Along with the 'Iceman' trademark, Williams is also seeking to protect an image of himself from his iconic throw against the Packers in the Wild Card Round.

  • Williams earned the 'Iceman' nickname during the 2026 NFL season.
  • The Bears made it to the NFC Divisional Round in the 2026 playoffs.

The players

Caleb Williams

The 23-year-old quarterback for the Chicago Bears, known for his clutch fourth-quarter performances that earned him the 'Iceman' nickname.

Josh Gerben

Williams' lawyer who explained the rationale behind the quarterback's moves to trademark 'Iceman' and an iconic image.

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What they’re saying

“He's not waiting for Nike, EA Sports, or some licensing partner to create his brand. He's creating it himself. And, more importantly, owning it. Filing his own trademarks provides him the ability to negotiate licensing deals around the trademarks. And it prevents someone else from filing for 'Iceman' or that iconic silhouette and forcing him into a protracted and expensive legal battle.”

— Josh Gerben, Williams' lawyer

What’s next

The judge will decide on Tuesday whether to approve Williams' trademark applications for 'Iceman' and the Packers game image.

The takeaway

Caleb Williams' move to trademark his 'Iceman' nickname and an iconic image from a key playoff win reflects a growing trend of young NFL stars taking more control of their personal brands and intellectual property. As the league continues to grow in popularity, players like Williams are looking to capitalize on their on-field success and establish unique identities off the field.