The Seattle Seahawks deal with Texas A&M for use of the 12th Man moniker is due to run out in 2016.
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Not everyone realizes that the Seahawks infamous 12th Man is actually on loan from Texas A&M and that deal, originally made in 2006, is due to run out in 2016. Texas A&M was the first to use the 12th Man many years prior and even obtained federal trademark protection for the term in 1990. When the Seahawks started making use of it about a decade ago, Texas A&M took the matter to court. What resulted was recognition of Texas A&M’s rights to the term and a deal with the Seahawks so that the NFL team could employ limited use of the term for $5,000 per year.
The original deal was in 2006, but it was renewed in 2011 and according to Pro Football Talk, Texas A&M would like to continue the deal and is working with the Seahawks to come up with an extension. The big question is whether the school will be content with the mere $5,000 per year. The Seahawks no doubt make a lot of money from use of the 12th Man, money that easily covers the original $5,000 payment. For example, the Seattle #12 jersey is one of the top 15 jerseys sold across the league.
As part of the deal, the Seahawks aren’t allowed to use the phrase 12th Man or raise a flag with those words. The limited use largely applies to the lettering on the lower bowl of Seattle’s CenturyLink Field. However, the Seahawks have gone around that quite a bit as the 12th Man has largely been perpetuated by the fans. You hear some in the organization refer to the fans as 12s, but not as the 12th Man. Obviously, Texas can’t regulate jersey sales of one number either. So the Seahawks are benefiting from parts of the trademark they aren’t technically allowed to use.
That probably won’t change. Texas A&M assistant vice-president Shane Hinckley said that the school is less interested in the financial end of it and more interested in protecting the brand. So it’s unlikely the Seahawks will get expanded use of the term and the school might not be asking for a ton of extra money from the team to continue using it how they are currently.
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