WWE may be preparing to introduce a new character, as the company has officially filed a trademark that points toward a potential in-ring name. The filing suggests that a new persona could be on the way, whether for a recent signing, a developing talent, or a repackaged performer.
The trademark application for “Cruz Montana” was submitted on July 24, 2026, and is currently pending review by the United States Patent and Trademark Office. While no direct connection has been confirmed, the timing of the filing has already sparked discussion among fans.
Cruz Montana WWE Trademark
The filing comes just days after former TNA World Champion Mike Santana made a surprise appearance on the July 21 episode of NXT.
Santana was never identified by name during the broadcast. Commentary avoided mentioning him, no on-screen graphics confirmed his identity, and WWE made no reference to his appearance on social media after the show. Such silence often indicates that internal matters, including trademark approvals or other administrative processes, are still being finalized.
Santana, whose real name is Mark Sanchez, has Puerto Rican roots and has previously drawn attention during WWE tryouts. This has led to speculation that the trademark could be tied to him, although there is no official confirmation linking Santana to the name.
As is often the case, WWE has secured the trademark under categories related to professional wrestling and entertainment. The listed usage makes it clear that the name is intended for an on-screen performer.
“Entertainment services, namely, wrestling exhibitions and performances by a professional wrestler and entertainer rendered live and through broadcast media including television and radio, and via the internet or commercial online service.”
In addition to in-ring performances, the trademark also covers a wide range of media and fan engagement platforms. These include wrestling-related news, online sports entertainment content, fan clubs, newsletters, blogs, and live event appearances. This broad coverage allows WWE to use the name across television programming, digital content, and other company platforms.
At this stage, there is no official word on who will use the “Cruz Montana” name. It could be assigned to a wrestler currently training at the WWE Performance Center, a new recruit who has yet to debut, or an established talent set for a character change.
WWE has a long history of trademarking names ahead of debuts or rebranding efforts. As a result, this development is likely to keep attention on NXT and the company’s talent pipeline in the coming weeks.
For now, “Cruz Montana” remains a registered trademark in progress, but it could soon become a new name seen regularly on WWE programming.
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