HBO collaborated with more than 100 brands ahead of Game of Thrones’ Season 8 premiere, but there is one marketing partner the network would rather do without: President Donald Trump.
This morning, for the second time, Trump tweeted a Game of Thrones-inspired political message. He tweeted a link to an image that said “Game Over” in the HBO series’ signature font, shortly before the release of the Mueller report.
The network responded in a statement a couple hours later: “Though we can understand the enthusiasm for Game of Thrones now that the final season has arrived, we still prefer our intellectual property not be used for political purposes.”
This is the second time that Trump has co-opted Game of Thrones for political purposes. In November, shortly after administration officials said the U.S. would be reimposing sanctions on Iran, he tweeted a poster that read “Sanctions are coming”—a play on Game of Thrones’ “Winter is Coming” slogan—also using the show’s font.
That prompted a statement from HBO: “We were not aware of this messaging and would prefer our trademark not be misappropriated for political purposes.”
The network later joked about the image on Twitter, asking “How do you say trademark misuse in Dothraki?” That’s a reference to a fictional language that appears on the show.
The “Sanctions are coming” poster resurfaced two months later when it was prominently placed in the middle of a conference table during Trump’s cabinet meeting.
Just last week, HBO’s corporate parent WarnerMedia, faced off with Trump over another misuse of the company’s intellectual property, after he shared a video on Twitter from a Trump fan about the 2020 presidential election that used the score from The Dark Knight Rises.
A studio spokesman called the use of the film’s score “unauthorized” and said the studio was “working through the appropriate legal channels to have it removed.” The video was subsequently pulled from Twitter and YouTube.