Tycoon Donald Trump is suing a Las Vegas-based company for illegally using the name of his Miss U.S.A. beauty pageant to promote their own Senorita Mexico U.S.A. contest.

The property mogul-turned-reality TV star is furious the organizers of the Latin pageant have deliberately attempted to associate their event with his world-famous Miss U.S.A. brand, after the Senorita Mexico owners posted photographs of Trump’s other beauty contests - including pictures of the businessman himself - on their website.

Trump’s Miss Universe firm, which runs the Miss U.S.A. contests, filed suit last week against Adan S. Perez, Luz S. Bolivar and The Miss Mexico Organization LLC citing copyright and trademark infringement, unfair competition and false designation of origin or sponsorship.

But the legal battle is not new - Trump has been fighting Perez and Bolivar since 2005, when he demanded they cease and desist using trademarks similar to his own organization’s.

According to legal papers, obtained by website TMZ.com, Trump is now also claiming compensation for common law trademark infringement and trademark dilution and disparagement.