Baylor vs. Boston University — When College Spirit Turns into a Trademark Fight

College rivalries usually play out on the field. But this time, Baylor University and Boston University are taking their fight to the courtroom.

Baylor recently filed a lawsuit against Boston University (BU) over the use of an “interlocking BU” design on merchandise. While the two schools once reached a coexistence agreement allowing both to use the initials “BU,” Baylor now argues that Boston’s use on apparel violates Baylor’s federally registered trademark rights.

Why This Case Matters

At its core, this case highlights the fragility of coexistence agreements. Two brands may agree to peacefully share a name or logo, but as their markets expand—especially in merchandise—the agreements can crumble.

For colleges and sports teams, trademarks are more than logos. They represent millions of dollars in merchandise sales, licensing deals, and fan loyalty. When two schools with national reputations share similar marks, even a small overlap can spark confusion—and lawsuits.

Lessons for Businesses and Organizations

• Don’t assume an agreement lasts forever: Regularly review trademark agreements to ensure they still work as your brand grows.

  
  

• Protect merchandise rights early: Apparel, hats, and gear often drive the highest trademark risks.

  
  

• Think long-term: What looks like harmless coexistence today may turn into litigation tomorrow.

For Baylor and BU, this dispute is about more than letters—it’s about protecting their legacies, their fans, and their financial interests.