On October 3, 2025, the High Court of Justice ruled against Alaska Airlines in its appeal over trademark royalties owed to the Virgin Group. The Seattle-based airline had sought to overturn an earlier decision requiring it to pay $160 million in royalties.

The court reaffirmed that Alaska Airlines must pay the Virgin Group for the rights to use the Virgin name and branding, even though the airline has not used those rights since acquiring Virgin America between 2016 and 2018. In the October 3 ruling , the court document stated that “the effect of my conclusions is that Virgin is entitled to a monetary judgment in the amount of the minimum royalties for the period up to September 23, 2022.”

Background Of The Alaska–Virgin Royalty Case

Virgin America merged with Alaska Airlines in

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