Adria Airways has confirmed it has sold its brand name for eight million euros. The transaction took place in December of last year and helped the Slovenian carrier post a record profit of 3.2 million euros in 2016, a significant swing from its 9.2 million euro loss in 2015. In its recently published financial report, Adria notes, "The purchase price for the brand is paid by the new trademark owner (i) with the royalty deducted from the purchase price, and (ii) after nine years, i.e. in 2025, the remainder of the purchase price of the brand in cash. The license fee for the calendar year in cash is 400.000 euros + 0.15% of the annual revenue".

It is unclear to whom Adria sold its 56-year old brand name, with conflicting reports it was purchased either by the company's owners, 4K Invest, or the Slovenian government. Zvone Petek, the Honorary Consul of Slovenia in Zurich, who previously served as Adria's Country Manager for Switzerland for over two decades, noted in a recent comment for the "Travel Inside" magazine that, "It is interesting that the brand name Adria Airways was sold for eight million euros during the course of the privatisation. It is unclear who is now the holder of the trademark rights. Insiders believe it is the state of Slovenia. This gave the airline a necessary financial injection". Although Slovenian press has not delved into the matter, some reports from last November suggest that 4K would purchase rights to the Adria name.

Adria Airways Switzerland

The Adria brand has since expanded into Switzerland, with Darwin-operated Etihad Regional recently renamed to Adria Airways Switzerland. The logo of the Slovenian carrier is now displayed on Darwin aircraft. In its financial report, Adria notes it managed to achieve profitability through restructuring and partly due to the role it played in establishing Estonia's national carrier Nordica, resulting in the subsequent partnership between two, which saw the Slovenian airline provide its counterpart with a booking system, operational services and staff training, at a fee. Furthermore, the carrier profited from aircraft leasing arrangements made with several airlines during the year and the sale of two Bombardier CRJ200 aircraft, as well as spare engines.