Alaska loses appeal in $160 million dispute with Virgin

Alaska Airlines has lost its appeal in an approximately $160 million trademark case with Virgin Group. It follows last year’s ruling by a London court that said Virgin was entitled to royalties, despite the US airline no longer uses the Virgin brand. Alaska is liable to pay Virgin nearly $8 million in minimum royalties annually until 2039. Alaska had acquired Virgin America in 2016; the trademark licencing agreement between Virgin and Virgin America in 2014 required the annual payment in royalties even if Alaska stopped using Virgin’s branding. Judge Stephen Phillips said in the appeal case that it was a