In a dramatic turn of college football pride, the Michigan Wolverines have sparked controversy after attempting to trademark the phrase “The North Belongs to Us.” The bold move was meant to establish brand dominance across the northern football landscape, but it immediately triggered backlash from longtime rival Ohio University, who filed a formal legal opposition.
The University of Michigan’s legal team filed the trademark application with the U.S. Patent and Trademark Office earlier this year. The phrase has been used frequently in promotional materials, on merchandise, and across social media, especially following Michigan’s recent dominance in Big Ten play. The move was seen as part of a broader effort to solidify Michigan’s status as the top dog in the North.
However, Ohio University was having none of it. Within days of the filing becoming public, Ohio submitted a legal objection, claiming that Michigan was attempting to “monopolize a regional identity that belongs to many.” Ohio’s athletics department even issued a statement, saying, “The North can’t belong to one school — especially not when the Bobcats are still in the fight.”
The clapback didn’t stop there. Ohio University launched a viral campaign of its own, complete with merchandise reading “We Are the Real North,” and a hashtag that quickly gained traction: #NotYourNorth. Social media lit up with fans from across the MAC (Mid-American Conference) joining the movement, throwing playful jabs at Michigan’s audacity.
Legal experts say the trademark battle could take months to resolve. “Trademarks involving geographic claims are notoriously difficult,” said Angela Brinks, a sports law attorney. “Michigan would have to prove that the phrase is uniquely associated with their program, and that’s a tough sell when you’re talking about an entire region like the North.”
Meanwhile, Michigan’s head coach was asked about the legal challenge during a spring press conference. “We don’t see it as controversial,” he said. “We’ve earned that title on the field. If others want to challenge it, they know where to find us — on Saturdays.”
Ohio University’s response was equally fiery. Their athletic director posted a video montage of past matchups between the two programs, ending with the line: “We don’t just play in the North — we fight for it.” The video has since racked up millions of views.
While the schools don’t meet often on the gridiron, the trademark dispute has added a new layer of rivalry between the two institutions. Fans from both sides are now eagerly awaiting future matchups, hopeful that the off-field tension translates into an on-field showdown.
Some observers see the legal spat as a marketing ploy by Michigan to generate buzz. “Let’s be honest — this is great for recruiting, for merchandise, and for building a brand,” said college football analyst Trent Williams. “But when you stake a claim like that, you better be ready for a fight.”
As the case moves forward, both universities are doubling down. Michigan continues to roll out its branding campaign using the controversial phrase, while Ohio has hinted that more clapbacks are coming, possibly even involving legal countersuits of their own.
For now, one thing is clear — the battle for the North isn’t just about yards and touchdowns anymore. It’s a war of words, pride, and trademarks — and it’s just getting started.
