NEW YORK (Bloomberg) ? American International Group Inc. sued C.V. Starr & Co., saying the insurance agency run by former AIG Chief Executive Officer Maurice (Hank) Greenberg is infringing a trademark.

C.V. Starr?s American International Marine Agency Inc., which insures boats and cargo, said last month it will no longer sell AIG insurance and will start marketing policies from other companies next year. AIG set up a new division to sell the coverage, AIG Global Marine and Energy.

?AIG will incur substantial damages and suffer extreme irreparable harm? if C.V. Starr continues to use the trademarked name, according to a complaint filed last week in federal court in Wilmington, Delaware.

AIG asked a judge to order a halt to use of the trademark and seeks unspecified damages and a jury trial.

American International Marine ?will be renamed Starr Marine in due course,? Howard Opinsky, a C.V. Starr spokesman, said yesterday in an e-mailed statement.

He called the lawsuit a ?vindictive? attempt ?to interfere with competition.?

C.V. Starr, which sold policies on AIG?s behalf, has been severing ties with the company since Greenberg, 81, was ousted as CEO in March 2005 during an accounting probe.

Both companies are based in New York, although Starr has a Bermuda affiliate.