ABC will broadcast Michigan-Michigan State on Saturday, and to promote the game this week ESPN oddly chose to use the nickname of another FBS program.
North Texas AD Wren Baker noticed the copyright infringement and pounced.
This was smart by Baker on two fronts:
1) Trademark law requires defense of said trademark, even if the infringing party happens to be the largest sports media company on Earth.
2) It's smart public-relations to take on said media company in a battle you know you're going to win.
And, voila, North Texas won.
In the meantime, the North Texas athletics department squeezed this rag for every ounce of liquid it could hold.
By thinking on his feet, Baker allowed North Texas to pull one of the ultimate Walter White moves on none other than ESPN.