University of Alabama Fights to Protect Trademarks Despite Costs

University of Alabama officials say the school has issued more than 150 cease and desist letters in the past decade to businesses and people accused of selling goods that violate the school’s trademarks.

University Athletics Director Bill Battle told AL.com the school defends its trademarks so vigorously to avoid the risk of losing them.

The school spent about $1.4 million in an 8-year lawsuit against an artist, saying depictions of football players’ uniforms were a trademark violation. A federal judge dismissed the case in September.

A school spokeswoman says the athletics department pays legal costs associated with trademark suits.

According to the Collegiate Licensing Company, which licenses UA products and represents 152 schools, University of Alabama merchandise is the second most popular, behind only the University of Texas.