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Trademarking Phrases: SDSU’s Aztec Shops Laying Claim To ‘I Believe That We Will Win!’

Video

"I Believe That We Will Win!"

Above: San Diego State University's student cheering section chanting "I Believe That We Will Win!" before an Aztec Men's basketball game.

Aired 7/10/14 on KPBS Midday Edition.

Trademarking Phrases: SDSU's Aztec Shops Laying Claim To 'I Believe That We Will Win!'

GUEST:

Art Neill, Founder & executive director of New Media Rights, a program of California Western School of Law that provides free and low cost legal assistance to creators, tech startups and Internet users. He also teaches Internet & social media law and an Internet, media and intellectual property focused clinic at California Western.

Transcript

Atzec Shops, Ltd.

A T-shirt emblazoned with the chant, "I Believe That We Will Win!" is sold by Atzec Shops Ltd., a nonprofit operating at San Diego State University.

Aztec Shops, Ltd., a nonprofit corporation at San Diego State University, has filed to trademark the phrase, "I Believe That We Will Win!," which it has printed on T-shirts, caps and sweatshirts.

The only trouble is lots of other people use this phrase. It was heard worldwide during the World Cup and — in fact — the Aztec's basketball team fans were not the first to use it.. The chant reportedly originated at the United States Naval Academy back in the 1990s.

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