The rivalry between the University of Cincinnati and Xavier University reached new heights on Monday, just days before the schools called off their annual Crosstown Shootout basketball game.
Last month, Cheatham Middle School, about 30 miles outside of Nashville, Tennessee, received a cease and desist letter from UC threatening legal action over its use of the university’s mascot. School officials said the letter concerned copyright and licensing violations, as Cheatham’s mascot is a bearcat and they call themselves the CMS Bearcats.
The school claimed that it submitted a proposal to UC, agreeing to remove the logo and create a new one. However, the school says the request was denied and she was told she can no longer use or refer to herself as the Bearcats, as UC also owns the copyright to the word sports licenses.
Cheatham Middle School had “no reasonable choice but to rename” and choose a new mascot. Then another Cincinnati university offered its mascot for free.
Anthony Breen, the CEO of Synergistic, a Cincinnati marketing agency working with Xavier, said the company, along with Xavier, has committed to rebranding and redesigning Cheatham’s logo, mascot and wordmark. They will also provide other necessary marketing support.
All the high school had to do was agree to become the “Musketeers.”
After Breen made his statement to the school to claim the “One for All” motto, Cheatham County School District athletic director Jeff Hobbs said “Musketeers” was among the names currently being considered.
The Cincinnati Bearcats student section cheers on the team as a flag with the C-leg and Big 12 Conference logos is waved after a second-quarter touchdown during a college football game between the Baylor Bears and the Cincinnati Bearcats, Saturday, Oct. 21. 2023, at Nippert Stadium in Cincinnati.
The Cheatham ‘Bearcats’ become the ‘Musketeers’
After three rounds of voting, involving the public, alumni and stakeholders, the school officially announced on Monday what its new mascot would be.
“We would like to announce that the transition from the Cheatham Middle Bearcats to the Cheatham Middle School Musketeers will begin immediately,” Hobbs said in a video as he donned a white suit that reads “Musketeers.”
“I feel absolutely comfortable and safe when I say and speak [Breen] That [Synergistic] will absolutely be part of this transition,” Hobbs told The Cincinnati Enquirer. “They are working on the rebranding package.”
Hobbs added that Synergistic will handle the school’s rebranding package, which includes all graphic designs for uniforms, banners, school letterheads and multiple versions of usable graphics and Musketeer logos for Cheatham Middle School to use.
The athletic director said he has not spoken directly to Xavier University about the switch, but said the university does not trademark their mascot names.
“While other universities may choose to trademark their mascot names, that is something that Xavier University has never done and therefore we do not necessarily need to seek permission from them,” he said. “We certainly have their support and blessing to become ‘Musketeers’.”
Hobbs noted that by working with Breen, an XU graduate, he will ensure that all new artwork and logos will be seen by the university before being approved for use.
According to WTVC, a local news station in Tennessee, “Musketeers” defeated another voter favorite; the Cubs, Cheatham County High School’s mascot. The other runner-ups were the Bobcats and Coyotes.
Although the school is transitioning from the “Bearcats,” one thing that won’t change is the school’s colors. While Cheatham Middle will adopt the name “Musketeers,” the school will maintain its color scheme of red and black.
“The school colors were red, white and black. It was important, you know, when a lot of things are taken from you, it’s, ‘What can we keep?'” Hobbs said.
This article originally appeared on Cincinnati Enquirer: Tennessee school rebrands as Musketeers after UC wouldn’t let them be Bearcats
