As these lawsuits show, colleges and universities are on the legal warpath to protect their trademarks. Why? It's something that any marketing major in these schools likely learns in freshman year: Licensing translates to serious revenue.
The message is one that extends to sports marketers everywhere, and it is a warning. The free rides you've been able to take on college coattails (be they green-and-white, crimson-and-gold or scarlet-and-gray) are over. The LSU v. Smack Apparel decision has made this clear—in black-and-white.
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