"I believe that we will win" the trademark - CBS News 8 - San Diego, CA News Station - KFMB Channel 8

"I believe that we will win" the trademark

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SAN DIEGO (CBS 8) - If you've watched the World Cup within the past few weeks, chances are you have heard US fans chanting "I believe that we will win." But American soccer fans in Brazil weren't the first ones to pick up this chant.

It originated in the late 1990s with the Navy and has been popularized the last few years at SDSU by "The Show." Now the school is trying to trademark the chant.

San Diego State didn't invent the cheer, but there's no question "The Show" rocked it hard and made it so famous. San Diego State started marketing the university around it, selling t-shirts, and is now they're trying to trademark the phrase so no one else can make money off it.

"They're trying prevent other schools, no other individuals from selling clothing items -- ball caps, sweatshirts, things like that -- that have that phrase," attorney Eric Ludwig said.

Ludwig is a patent attorney not associated with this case. He says even if the school gets the trademark, they can't stop the cheer. San Diego State says they're fine with that.

"We're not going to stop people from using the chant. Not going to stop little league teams, or high schools, or other colleges from using the chant at their games and wherever. It has nothing to do with that. It's about protecting our ability to continue to use it on merchandise," SDSU spokesman Greg Block said.

Corey Strong is credited with first performing the cheer. He says a buddy of his in high school wrote it. Then Corey brought it to the Naval Academy, where as a cheerleader, he got the crowd to do it at the 1999 Army-Navy game.

Corey eventually was stationed in San Diego, and as luck would have it, got his MBA from San Diego State So what does he think about his alma mater trying to trademark his cheer?

"I think everybody would be best served if they removed their attempt to trademark the cheer," he said.

Corey says the Naval Academy plans to oppose the trademark. And how does he think they'll fare?

"I believe that we will win," he said.

Opposition to the trademark can be filed beginning July 22, and will continue for 30 days. It's not known yet if other universities or organizations besides the Naval Academy will try to fight it.

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