The Seattle Seahawks are going to be paying a more than three times as much as they used to for the rights to use the “12th Man” phrase under their new deal with Texas A&M.
The renegotiated deal increases the annual royalty Seattle pays to use the Aggies’ trademarked phrase from $5,000 to $18,000, according to TheEagle.com’s Steve Kuhlmann. The previous amount was agreed upon in 2006 when the two sides created their original deal for Seattle to use the phrase. Seattle is currently transitioning away from using the phrase altogether.
The new contract also calls for the Seahawks to pay the Aggies another $10,000 a year to help the school enforce the federally protected trademark. That raises Seattle’s annual payment to the school to a total of $28,000.
The Seahawks agreed to no longer use the term “12th Man” on social media or in their ring of honor at CenturyLink Field.
The deal comes as the team has begun moving away from using Texas A&M’s phrase. The franchise recently revised its branding, now referring to its fan base as “12” and “12s” to eliminate possible trademark infringement.
Texas A&M issued the trademark for the phrase in 1990. The “12th Man” has been part of the school’s tradition since 1922, when a student in the stands, E. King Gill, put on a uniform during a game so that he would be ready to play if the team needed him.