The Ohio State–Michigan rivalry has officially spilled off the field and into the courtroom. The university recently filed a legal opposition to a trademark application from Ann Arbor’s Brown Jug, a bar just down the road from The Big House, over its beer called Buckeye Tears.
The drink in question, a light wheat beer priced at $7 a pint, pokes fun at OSU’s mascot and its fans. But the university’s lawyers argue the name could confuse consumers into thinking Ohio State somehow endorses or profits from it, which could hurt the school’s brand.
Considering OSU’s licensing program has raked in more than $145 million in royalties in the past decade, they’re not exactly eager to let anyone borrow the Buckeyes’ name for free.
But if the Brown Jug wanted publicity, they couldn’t have planned it better.
Since the lawsuit hit headlines, the beer has blown up in popularity with Michigan fans. By trying to shut it down, Ohio State may have given Buckeye Tears the kind of viral boost marketing teams dream about. Call it the Streisand Effect, rivalry edition.
The Brown Jug even shared their feelings about the lawsuit on their social media, saying, “Looks like OSU wants to trademark ‘Buckeye Tears’,” the post reads. “Funny, we’ve been serving them for years. Stop by The Jug and grab one off the menu — no paperwork required.”
The bar now has until October 6 to respond to OSU’s opposition, with a timeline that could stretch the case out until 2027. In the meantime, the rivalry rolls on, in the courts, online, and of course, when the Buckeyes head to Ann Arbor on November 29.
So, whether or not Buckeye Tears survives the legal gauntlet, one thing’s for sure: OSU fans won’t stop cheering, Michigan fans won’t stop trolling, and this rivalry will never be confined to just the gridiron.
