diff --git a/rhodecode/lib/rc_commands/setup_rc.py b/rhodecode/lib/rc_commands/setup_rc.py
--- a/rhodecode/lib/rc_commands/setup_rc.py
+++ b/rhodecode/lib/rc_commands/setup_rc.py
@@ -108,11 +108,10 @@ def command(ini_path, force_yes, user, e
     dbmanage.create_permissions()
     dbmanage.populate_default_permissions()
     if apply_license_key:
-        try:
-            from rc_license.models import apply_trial_license_if_missing
-            apply_trial_license_if_missing(force=True)
-        except ImportError:
-            pass
+        from rhodecode.model.license import apply_license_from_file
+        license_file_path = config.get('license.import_path')
+        if license_file_path:
+            apply_license_from_file(license_file_path, force=True)
 
     Session().commit()
 
diff --git a/rhodecode/model/license.py b/rhodecode/model/license.py
new file mode 100644
--- /dev/null
+++ b/rhodecode/model/license.py
@@ -0,0 +1,17 @@
+
+def apply_license(*args, **kwargs):
+    pass
+
+try:
+    from rc_license.models import apply_license
+except ImportError:
+    pass
+
+
+def apply_license_from_file(*args, **kwargs):
+    pass
+
+try:
+    from rc_license.models import apply_license_from_file
+except ImportError:
+    pass
diff --git a/rhodecode/subscribers.py b/rhodecode/subscribers.py
--- a/rhodecode/subscribers.py
+++ b/rhodecode/subscribers.py
@@ -205,7 +205,7 @@ def write_usage_data(event):
         return
 
     def get_update_age(dest_file):
-        now = datetime.datetime.utcnow()
+        now = datetime.datetime.now(datetime.UTC)
 
         with open(dest_file, 'rb') as f:
             data = ext_json.json.loads(f.read())
@@ -216,10 +216,9 @@ def write_usage_data(event):
 
         return 0
 
-    utc_date = datetime.datetime.utcnow()
+    utc_date = datetime.datetime.now(datetime.UTC)
     hour_quarter = int(math.ceil((utc_date.hour + utc_date.minute/60.0) / 6.))
-    fname = '.rc_usage_{date.year}{date.month:02d}{date.day:02d}_{hour}.json'.format(
-        date=utc_date, hour=hour_quarter)
+    fname = f'.rc_usage_{utc_date.year}{utc_date.month:02d}{utc_date.day:02d}_{hour_quarter}.json'
     ini_loc = os.path.dirname(rhodecode.CONFIG.get('__file__'))
 
     usage_dir = os.path.join(ini_loc, '.rcusage')
@@ -314,6 +313,22 @@ def write_js_routes_if_enabled(event):
             log.exception('Failed to write routes.js into %s', jsroutes_file_path)
 
 
+def import_license_if_present(event):
+    """
+    This is subscribed to the `pyramid.events.ApplicationCreated` event. It
+    does a import license key based on a presence of the file.
+    """
+    settings = event.app.registry.settings
+
+    license_file_path = settings.get('license.import_path')
+    force = settings.get('license.import_path_mode') == 'force'
+    if license_file_path:
+        from rhodecode.model.meta import Session
+        from rhodecode.model.license import apply_license_from_file
+        apply_license_from_file(license_file_path, force=force)
+        Session().commit()
+
+
 class Subscriber(object):
     """
     Base class for subscribers to the pyramid event system.