NBC News reports
Ohio State University won a yearslong legal battle for “THE” on Tuesday, gaining trademark protection for a three-letter article that plays an outsize role in school identity.
Surely to the sighs and eye rolls of other Big Ten rivals, the U.S. Patent and Trademark Office approved OSU’s application for “THE,” specifically for use on branded products like T-shirts and caps that only feature the single word.
“THE has been a rallying cry in the Ohio State community for many years, and Buckeye fans who purchase official Ohio State gear support student scholarships, libraries and other university initiatives,” Ben Johnson, OSU’s senior director of media and public relations, said in a statement Wednesday.
While those three letters might seem small or inconsequential to outsiders, Johnson said “THE” contributes about $12.5 million in annual sales and much more in emotional capital to Buckeyes students, alumni and fans.
“Like other institutions, Ohio State works to protect the university’s brand and trademarks because these assets benefit students and faculty, and support our core academic mission of teaching and research,” Johnson added.
“Ohio State’s trademark and licensing program generates an average of over $12.5 million annually in revenue for the university, which funds student scholarships and university programs.”
