Catch phrases, monikers and nicknames can be quite the profitable business, making the likes of amateur sensation Johnny Manziel consider trademarking the phrase, "Johnny Football."
You sit there on a Saturday exclaiming how Johnny Football is some kind of wonderful, not exactly piecing together that the stickiness of the moniker means big bucks.
Manziel and Texas A&M certainly do.
ESPN's Darren Rovell reports the freshman, his family and the university are looking into trademarking the nickname that rolls off the tongue much easier as a great season continues to turn into a remarkable one for the freshman quarterback.
The report cites Shane Hinckley, an assistant vice president of business development and someone who oversees the Aggies' licensing program, who stated, "Texas A&M is working in concert with the Manziel family to trademark the nickname."
The impetus on this is far more than Manziel and family making money, because they would still need to keep clear of profits to maintain the 19-year-old's amateur status.
The reason they may go forward may be to stymie other organizations from cashing in on the ubiquitous term.
The news comes less than two weeks after an organization called Kenneth R. Reynolds Family Investments, based in College Station, Texas, filed for the "Johnny Football" trademark. The namesake of the investment company could be a former and since deceased Aggie booster of the same name. A lawyer listed on the trademark filing did not return a call seeking comment, but a university official confirmed the lawyer was not working with the school nor the Manziels.
Quite the coincidence indeed.
The report clarifies the star quarterback who just helped Texas A&M usurp former No. 1 Alabama this past weekend would remain an amateur if neither the school nor the family sold products with the name Johnny Football.
It seems this would be just one way to protect the young football player's namesake from being ravaged for profit.
This is hardly the first time an athlete has jumped all over his own hype in the form of a trademark endeavor.
With social media, viral videos and a 24-hour news cycle, things that might have merely caught fire decades ago now become set ablaze with fanatic fervor.
Millions want to jump on the next cute nickname in the form of a T-shirt or some other sort of paraphernalia.
Look for trademarking to become part of the regular rigmarole of the modern-day superstar athlete.
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