Packers expand 'Titletown' trademark

GREEN BAY - With more championships than any other team in the National Football League, it's no wonder Green Bay is known as Titletown. Even the city's welcome sign proclaims Green Bay as Titletown.

Open the phone book and you'll find 17 businesses with the name Titletown including a restaurant and brewery, a tattoo parlor, motorcycle shop, auto body shop, just to name a few.

So owns the name? Over the years, several companies have had a trademark on the term for various uses.

According to the U.S. Patent and Trademark Office, the city of Green Bay had a trademark to use Titletown for economic development. It ran out in January 2001. Titletown Brewing Company had a trademark for its beer, root beer and brew pub and restaurant from 1996 until it expired in 2005.

"There's so much money and time invested in building a brand you want to protect that. It's like your family," said Joe Kiedinger, a branding expert with Prophit Marketing in Green Bay.

Who still has a trademark on Titletown? The Green Bay Packers do. In fact, in the last year, the team has expanded its legal right to the name.

We contacted the Packers for this story but a team spokesman said no one was available for comment because they are out of town for the NFL owners meetings. The spokesman said someone would be available to talk about the Titletown trademark next week.

According to the U.S. Patent and Trademark Office, the Packers originally filed a trademark in 1990 to use Titletown on apparel, things like t-shirts, sweatshirts and hats. But in November of 2010, the team filed six new trademarks on the word Titletown. The trademarks cover all kind of businesses including resort hotels, conference centers, restaurants, bars, parking and concerts. The trademarks also cover wide array of real estate services including development, management and leasing.

All of those businesses could be part of what the team calls the Titletown Development District, an area between U.S. Highway 41 and Ashland Avenue near the stadium. We first told you about the Packers buying up property near the stadium four years ago.

An Ashwaubenon restaurant and bar is set to reopen next month. The old Tom, Dick and Harry's was originally called Titletown Distillery. Now, it's called Green Bay Distillery. The owners declined to do an interview but said the change was made for "internal business reasons."

Kiedinger says for a company like the Packers, the more legal protection the better.

"When you have something that is known and loved by your customers, you grab it and if you can protect it, you do that," Kiedinger said.