Ohio State University challenges Michigan-based restaurant over ‘Buckeye Tears’ trademark

TheOhioStateUniversitylaunchedalegalchallengeagainstaMichigancompany’sattempttotrademarkaphrasethatcutsdirectlyintooneofcollegefootball’smoststoriedrivalries.TheuniversityfiledanAug.27noticeofoppositionwiththeUnitedStatesPatentandTrademarkOfficetocontestanapplicationbyAnnArborrestaurantTheBrownJug,Inc.Thebusinessisseekingtotrademark“BuckeyeTears”forusewithbeerandliquorproducts. Initsfiling,OhioStatesaidthemarkcouldconfuseconsumersintothinkingtheuniversitywasconnectedtotheproducts.Theschoolcitedthevalueofitsbrand,pointingoutthatitslicensingprogramgeneratedmorethan$145millioninroyaltiesandroughly$2.2billioninretailsalesoverthepastdecade.Universityattorneysalsoarguedthatassociatingalcoholwithitsathleticsprogramscoulddamageitsreputationanddilutethestrengthofits“Buckeyes”identity. TheBrownJugsubmittedtheapplicationlastyearonan“intenttouse”basis,m