WWE may have just dropped an early clue about a new character coming to television. The company filed a trademark tied directly to professional wrestling performances, and the wording strongly points toward a possible ring name for a current recruit, incoming signing or wrestler preparing for a makeover.
The trademark application was filed on July 24, 2026, for the name “Cruz Montana.” The filing is currently pending and waiting to be assigned to an examining attorney with the United States Patent and Trademark Office.
The biggest giveaway is the listed use. WWE applied for the name under entertainment services specifically covering professional wrestling exhibitions and performances.
“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.”
The application also covers wrestling news, online sports entertainment content, fan club services, newsletters, blogs and live events. That gives WWE room to use the name across television, digital platforms and other company programming.
There is no confirmation on who could become Cruz Montana. The name could be heading to someone currently training at the WWE Performance Center, a wrestler who has not debuted yet or an existing talent getting repackaged.
WWE has filed plenty of names before putting a new character on television, so this one is going to have fans watching NXT and the Performance Center pipeline closely. For now, Cruz Montana is just a trademark, but it may not stay that way for long.
Who do you think WWE could be planning to use this new wrestler name for? Leave your thoughts and feedback in the comments.
