The following articles from the Boulder Daily Camera are testimony to the fact that college athletics is big business. In Boulder, the ante has been upped since CU moved to the PAC-12 and since CU has experienced a $50 million shortfall over the past two years.
“Reining in Ralphie – CU Bolsters Brand. University Beefs up Logo Protection”
This article was the front page headline on Sunday June 5, 2011.
The article states, “The Buffs Barber Shop on University Hill is a shrine to CU sports-from the signature charging Ralphie logo dominating the window front to the pennants, signed footballs, clocks and encased Barbie cheerleader doll that decorate the inside of the shop. Now the business relationship between the barbershop and CU has been strained because of a dispute over licensing royalties, and the squabble has broken the partnership beyond repair, say both sides.”
The article continues by stating that CU earns about $750,000 per year from its trademark, well below the average of other PAC-10 schools, about $1.2 million. Officially licensed Buff merchandise includes dog bones, bird houses, Victoria’s Secret underwear and sweatshirts, action figures, tricycles, and cheerleading uniforms for toddlers.
By comparison, the University of Texas brings in $10 million a year in revenue from licensing agreements. Texas has turned down opportunities to use their logo on funeral urns, toilet seats, guns, knives, and the paper that covers patient tables in physicians’ offices.
The Camera stated that the use/misuse of Ralphie is not a light matter. His likeness smoking a joint has graced t-shirts promoting 4/20 that said “Buff. Buff. Pass.” Another hijacked image of Ralphie shows him being humped by Cam the Ram; the t-shirt is popular at the CSU-CU football game. Finally there have been concerns about the CU image being placed on shot glasses.
“Buffs Barber Shop, CU Come to Agreement”
This article appeared at the bottom of the front page on Thursday June 30, 2011.
The article states, “Under the new deal, the school’s trademarked charging Ralphie image will be removed from the store’s window front and replaced with a more generic buffalo logo.
“CU’s Licensing Officials Keeping Eye on New Ralphie’s Restaurant”
This article appeared at the bottom of the front page of the Local section on August 20, 2011.
The article states, “CU spokesman Bronson Hilliard on Friday wouldn’t go so far as to say that the restaurant is in violation of the school’s trademark policies. But, he said athletic director Mike Bohn and licensing director J.T. Galloway will be swinging by the restaurant to talk about the use of the name Ralphie. Hilliard further commented that they’ll talk to them about the use of Ralphie and see what kind of friendly arrangement we can come to. They’ll sit down, on a human level, and see what they’re trying to achieve. We to need to protect our symbols. But it will be in a friendly conversation, not a cease-and desist order.
Art Johnson, co-owner with his wife Lisa, played football during the 1970s. He also owns a real estate company called Golden Buff Realty.
The moral of the story – before you start a business, hold a fundraiser, or plan a public relations campaign that involves a local sports team’s logo or trade name, check with the organization about what can and cannot be used. Licensing agreements and trademarks are part of the revenue stream for these organizations and athletic departments rightfully protect their assets. To quote Hilliard, “Imagine what a liquor store or a marijuana dispensary or a strip club could do if they could get a hold of our brand.”