Trump will make millions by renaming Palm Beach Airport after himself.

The agreement to rename Palm Beach International Airport to President Donald J. Trump International Airport gives the US President control over licensing and merchandise sales at the newly named celestial hub, writes The GuardianTrump will have the right to independently select the manufacturers and suppliers of all branded products to be sold in the airport terminal.

The new airport, named President Donald J. Trump International Airport, located less than five miles from Mar-a-Lago, Trump's luxurious Florida beach retreat, joins a long list of objects bearing his name. This list includes passports, road signs, national park passes, performing arts centers, and even "golden" immigrant visas. All of these reflect the president's desire for self-aggrandizement.

On the subject: Trump has trademarked his name to rename Palm Beach Airport.

On May 5, the County Commission, by a bipartisan vote, awarded the trademark and commercial use rights to Palm Beach International Airport to the county's most famous resident. This decision opens up another revenue opportunity for Trump and his family.

Analysts estimate the president could earn millions of dollars thanks to an unusual legal agreement between the district and DTTM Operations LLC, a Delaware company that manages Trump's licensing, marketing and intellectual property.

The company is led by the president's son, Donald Trump Jr. It is part of the Trump Organization and has received a number of rights and benefits that experts consider atypical for such contracts, despite the formal prohibition on "direct financial compensation" from airport merchandise sales.

Trump, in particular, gains the right to personally select the manufacturers and suppliers of all branded merchandise sold at the airport. However, the agreement is non-exclusive, allowing his company to profit from selling these goods outside the airport, for example through its own online store, which already sells a wide range of Trump-branded merchandise, from the luxurious to the downright tacky.

In addition, it can use the new airport name for any commercial purposes and transfer brand rights to third parties at its discretion.

Furthermore, they have the final say on how their name, image, and biography will be presented at the airport. This means that any photographs, texts, or biographical information may be created by them or commissioned by them.

"This provision effectively limits free speech in the District and ensures that Trump's image as an individual and the 47th president will be consistent with his personal preferences," said Josh Gerben, a prominent national trademark lawyer not involved in the agreement.

Gerben reviewed the document signed by Trump and approved by the Palm Beach County Commission. He noted several unusual details, including the benefits Trump received for permission to use his name.

"Usually, when an object is named after someone, there may be some kind of agreement with the family, but more often than not, it's just a gesture that means 'we're honoring you by naming the object after you,' and that's it," he explained.

“Whoever receives a license typically becomes the sole user of the trademark.

But here, the Trump family registered the trademarks themselves. Its structure effectively tells the county, "You're a non-exclusive licensee," meaning they retain the right to use those marks however they want."

According to Gerben, the Trump Organization's options in this situation are virtually unlimited.

"The public should ask: why does Trump's advisory board need this level of control, and will they direct financial flows to anyone?" he noted. "Even if there is no direct profit, they have the ability to direct business to the right companies and thus gain loyalty."

The May 5 commission meeting marked the next stage in a process that began in February, when Trump's lawyers filed applications to register the airport's new name. Meanwhile, Republicans in Florida were pushing legislation requiring the renaming to be completed by July 1.

Opponents called the decision a "misguided display of loyalty" by Florida Governor Ron DeSantis to Trump and criticized the speed with which the name was changed without consulting residents and their representatives.

"This is a wrong and unfair decision by the Republican-controlled Florida Legislature to ignore the voices of the people of Palm Beach County," said Rep. Lois Frankel, a Democrat representing the area.

"Decisions on renaming critical infrastructure should be made after the service of the person they are named after has ended, and with the input of local residents."

Equally telling, the agreement was approved by the county commission by a narrow margin of four votes to three. Democrat Maria Sachs's vote was decisive after a tense debate in which the remaining members were divided along party lines.

District staff warned that failure to comply with the law could jeopardize transportation funding and state grants. DeSantis has previously removed elected officials, including two state's attorneys and several school board members, who opposed him.

Maria Saks explained her decision.

"The commission did not vote to rename the airport," she said. "We merely approved a licensing agreement necessary to protect the county from potential trademark claims and to ensure the legal and uninterrupted operation of an important public facility."

This decision is based on sound management and is supported by the county administration, airport staff, attorneys, and management. It is a practical and responsible step to comply with Florida law."

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One of those who openly welcomed the agreement was the president's second son, Eric Trump. He wrote on the social media platform X that he was extremely proud of the airport's new logo, featuring his father's name and, as expected, in gold tones.

"There's no one more deserving of this honor than @realDonaldTrump! Congratulations, Dad!" he wrote. "Can't wait for planes to start landing at DJT soon."

However, the DJT designation only concerns one element that will likely remain outside Trump's control: the airport's three-letter code assigned by the International Air Transport Association.

Despite the phasing out of the Palm Beach International Airport name, the PBI code will remain until separate legislation is passed and the Federal Aviation Administration updates its systems and charts, according to aviation website Avsn.

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