Think trademarks only matter to big brands like Nike or Apple? Think again. In 2025, trademark lawsuits got real — from NFL stars duking it out to a podcast getting sued by the makers of Barbie. These legal showdowns offer smart, simple lessons every business owner (or anyone building a brand) should know. Let’s break down 5 recent trademark lawsuits and what they can teach us — in plain English.

Lesson 1: Know When to Fold — Because “With Prejudice” Means You’re Done

Case Example: Lamar Jackson vs. Troy Aikman

NFL quarterback Lamar Jackson dropped his trademark challenge against fellow football legend Troy Aikman over the word “EIGHT.” Jackson withdrew the case with prejudice, which means he can never bring it back. It’s like folding your cards and leaving the table for good.

Takeaway

If you're going to walk away from a trademark dispute, make sure it’s the right move — especially if the door slams shut behind you.

Lesson 2: Expired Licenses Are Legal Landmines

Case Example: Fox vs. Fox Sports Mexico

Fox sued Fox Sports Mexico for continuing to use its branding after their licensing agreement expired in March 2025. Even though the deal had ended, Fox Sports Mexico kept the name rolling — and Fox was not having it.

Takeaway

When your licensing deal ends, so does your right to use the brand. Miss that detail, and you could end up in court.

Lesson 3: That Old Trademark Deal You Signed? It Still Matters

Case Example: Baylor University vs. Boston University

Baylor sued Boston University for using an interlocking “BU” logo — something they’d agreed to share years ago. But over time, those shared waters got murky. Baylor said BU crossed the line, and now they’re in court.

Takeaway

Just because a trademark agreement is old doesn’t mean it’s dead. If you’ve got an old deal collecting dust, review it before someone else does — in a lawsuit.

Lesson 4: Online Marketplaces Can’t Hide Behind Their Sellers

Case Example: Beverly Hills Polo Club vs. Amazon India

The Delhi High Court ordered Amazon India to pay $39 million in damages because sellers on its platform were offering fake Beverly Hills Polo Club clothing. Amazon claimed it wasn’t their fault, but the court didn’t agree.

Takeaway

If you run a marketplace or host third-party sellers, you’re responsible for what’s sold on your platform. Ignoring it won’t protect you in court.

Lesson 5: Don’t Be a Trademark Bully — Or Risk a PR Disaster

Case Example: Mattel vs. “Coffee with Ken” Podcast

Mattel sued a political podcast called “Coffee with Ken,” saying it could confuse people who think it’s related to their Ken doll brand. The internet roasted the company, calling the move ridiculous.

Takeaway

Enforcing your trademark is smart, but going after harmless or unrelated uses can damage your reputation more than it protects your brand.

Quick Recap: 5 Rules to Live By

If you drop a trademark challenge with prejudice, you can’t bring it back. When a trademark license ends, continued use could land you in court. Even old trademark agreements need to be reviewed regularly. If your platform hosts sellers, you’re responsible for their actions. And finally, don’t over-police your brand — it can make you look like a bully.

Why This Matters (Even If You’re Not in Court… Yet)

Whether you’re a small business, a YouTuber, or building the next big app — your brand is everything. These real cases show how quickly things can go sideways if you're not careful with trademarks. In fact, according to the World Intellectual Property Organization, over 18 million trademark applications were filed globally in 2024 — more trademarks means more conflicts, and more chances to be sued or sue.

What You Can Do Right Now

Audit your brand to make sure your names, logos, and slogans are protected. Review your contracts and licensing agreements so nothing slips through the cracks. Enforce your rights fairly — but don’t overdo it. And if you run a platform or sell online, watch what others do under your name. Trademark law isn’t just for lawyers. It’s a smart tool every business owner should understand and use wisely.