Records with the U.S. Patent & Trademark Office (USPTO) show that last month, Manziel's company, JMan2 Enterprises LLC, filed for the moniker with the intention to use it on athletic apparel and footwear.
The filing comes after two people who filed for the mark were denied by the government entity on the basis of the belief that the name was tied to Manziel, who had not given his approval.
Other marks filed by fans, including Johnny Be Good, Johnny Browns and Money Manziel, were also preliminarily denied for similar reasons, except Juanito Futbol, the Spanish version of "Johnny Football," which was allowed and subsequently registered by a person not tied to Manziel and without his permission.
Johnny Cleveland is the 10th trademark filed by the 2012 Heisman Trophy winner's company. Earlier this year, he reached a resolution with an investment firm he was battling with for the Johnny Football mark, although it is still not registered with the USPTO. Manziel has since signed an endorsement deal with Nike, which has used the mark on T-shirts.
Other trademarks filed for include JFF, ManzIIiel and The House That Johnny Built, a reference to the newly renovated Kyle Field at Texas A&M that will be completed next season.
Manziel is still battling the family of his onetime confidant Nate Fitch over the trademark The House That Johnny Built. Fitch's family and Manziel's company separately filed for the mark, which the USPTO says would require Manziel's permission.
Although he is the backup to Brian Hoyer, Manziel has the No. 1 best-selling jersey on the NFL's official store, NFLShop.com, based on sales from April through August. The only other rookie in the top 15 is Michael Sam (at No. 14), who was signed to the Dallas Cowboys' practice squad on Wednesday.
The Browns open the season against the Steelers in Pittsburgh on Sunday.