Texas A&M University and the Seattle Seahawks’ football team have reached a new five year license agreement regarding use of the University’s 12th Man trademark.
Texas A&M’s use of the term “12th Man” can be traced back to the January 2, 1922 Dixie Classic game in Dallas, now known as the Cotton Bowl. Due to multiple injuries that had occurred to several A&M regular players, A&M student, E. King Gill, was called out of the stands by Coach Bible. He reported to the sideline and stood ready to play if needed. From that day on, Gill became known as the legendary “12th Man” and as time passed the fans became known as the “12th Man”.
Texas A&M University President Michael Young commented, “We appreciate the Seahawks’ management working with us on a mutual agreement for the licensed use of the mark. The 12th Man is a cherished tradition. Keeping it alive is important because it reflects the willingness and readiness of Aggies to fearlessly step in whenever and wherever needed.”
The Seahawks took to Twitter to announce the new agreement saying “In 1984, the Seahawks became the first pro sports team to retire the number 12 to celebrate our passionate fans. In honor of our long-standing fans, we are happy to announce the extension of our agreement with Texas A&M for the 12th Man trademark.”
Texas A&M’s federal trademark registration for the “12th Man” dates back to 1990, the same year the school filed legal action against the Seahawks for unauthorized use of the trademarked term. In 2006, the University and the Seahawks were able to come to an agreement allowing the Seahawks to use the term.
This agreement has introduced some new stipulations for the Seahawks. According to the agreement, the Seahawks will not be allowed to use the “12th Man” term on their Ring of Honor in CenturyLink Field, nor will they be able to use the term on their social media handles. The team has never been permitted to use the term on any merchandise or outside the territory of the Pacific Northwest.
The Seahawks have used the term “12th Man” less frequently over the years as they are trying to brand themselves as the “12” or similar versions such as “The 12s”, “We are 12s”, which the Seahawks own, or “Spirit of 12” of which they became registered owners in 2008 under their parent company, Football Northwest.
The Seahawks will continue to pay an annual royalty fee for the use of the term and though the fee may not be large, having the contract with the Seahawks will further help to establish the value of the University’s trademark.