Dabo’s Byog Now a Trademarked Slogan

Chris Bandy knew it was more than just another Dabo Swinney catchphrase.

Like most fans of the Clemson University football team, Bandy has heard the Tigers’ coach repeat “Best is the standard,” “The fun’s in the winning,” or “It’s only unthinkable if you don’t think it.”

This one was different.

This one created a new revenue stream but raised questions about who can dip their toes in it.

A simple phrase helped Swinney expand his share of the $4 billion collegiate licensing industry. Coaches, universities and businesses can capitalize directly on the popularity of athletic programs. However, strict NCAA guidelines prevent players and parents from personally monetizing their name, image or likeness. Despite extensive court cases to revise those guidelines, change has been a painstaking and unpromising process.

At that moment, Swinney was not thinking about NCAA incongruities or pending litigation. At that moment, he was not thinking about advancing his personal brand.

At that moment, after Clemson sealed a 24-22 victory against Notre Dame on Oct. 3, Swinney unleashed his emotions in a live television interview. At that moment, he did not suspect less than a week later his legal counsel would be applying to protect his words as a registered trademark.

At that moment, yelling hoarsely over exuberant fans who swarmed on the rain drenched field, Swinney simply repeated what he told his team before the game.

“We give you scholarships. We give you stipends and meals and a place to live. We give you nice uniforms. I can’t give you guts. I can’t give you heart,” Swinney said. “And tonight, it was BYOG – bring your own guts.”

Before Swinney walked to the locker room, the phrase had become a slogan.

It spread virally on social media. It was looped continuously on Twitter, Vine, Instagram, Facebook, YouTube and ESPN.

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That is when Bandy knew it was not just another catchphrase. It was a...