Alabama has spent millions in legal fees, in concert with the Collegiate Licensing Company, to protect its trademark. This aggressive effort included going after a local Tuscaloosa bakery, for selling elephant cookies with a script A.
Mary’s Cake and Pastries received a cease and desist letter, and a request for documentation of how many $1.75 cookies had been sold so Alabama and CLC could collect damages.
“How the hell do you put a hologram on a cookie?” Cesar said, referring to the label on CLC merchandise signifying it’s an officially-licensed product. “I didn’t think it applied to temporary baked goods. We’re not talking a permanent image. We’re talking a cookie that’s going to be gone and has a hand-drawn thing on it.”
Alabama also spent more than $1.4 million on a failed lawsuit against artist Daniel Moore for depicting the Alabama uniform in artwork. The school is still fighting over whether Moore should be reimbursed for around $290,000 in legal fees. Alabama has also been fighting, without a trademark, to assert its control over the houndstooth pattern, because Bear Bryant wore houndstooth.
UPDATE: The University apologized after the news became public.