Columbus, OH - Its a rough time in the world of sports marketing these days. So rough in fact, one team is seeking any edge it can get for branding. Enter "THE" Ohio State university.
According to an article on ESPN, Ohio State recently filed with the US Trademark and Patent office on the word "The". Here is a part of the article found on ESPN's website:
The school, formally known as The Ohio State University, is seeking a trademark on the word "The" for use on clothing and hats. According to the U.S. Patent and Trademark Office, the filing was made Thursday.
University spokesman Chris Davey confirmed the school had made a trademark submission, saying it was necessary to protect the brand.
"Like other institutions, Ohio State works to vigorously protect the university's brand and trademarks," Davey told The Columbus Dispatch in a statement. "These assets hold significant value, which benefits our students and faculty and the broader community by supporting our core academic mission of teaching and research."
The university has also put out trademarks on likeness' such as Urban Meyer and phrases such as "Script Ohio".
According to the US trademark and patent office, an entity can trademark a common word or phrase like "the" if they entity can show that it uses the common word in distinctive way that is outside the traditional meaning.