‘Just win … city’? Raiders attempt to trademark new slogan

“Plans are to feature the term, playing off the Las Vegas nickname Sin City on merchandise for the Silver and Black,” writes Mick Akers of the Las Vegas Review-Journal. 

Of course, it also ties back to “Just win, baby!” The signature phrase, a core part of the team’s identity, was coined by former Hall of Fame owner Al Davis.

Perhaps it’s an attempt to drum up publicity because the Raiders’ move to Las Vegas flopped. According to ESPN, they haven’t been in the top 20 in average attendance since they arrived in 2020. They’re 30th this year. 

The team is mired in mediocrity. It’s posted a 21-22 record over its last 43 games, so it needs something to reverse luck and grow a fan base. 

A correlation between attendance and merchandise sales exists. The Dallas Cowboys, nicknamed “America’s Team,” led the league in NFL-licensed merchandise sales last year and have the league’s highest average attendance.

The Raiders haven’t received the trademark because it’s already active.

“The applicant trustee of the Frankie Ferreira Living Trust, based out of Carson City, filed to trademark the term in 2017. Win City became a registered trademark in May of 2018,” Akers wrote.

However, the USTPO has a process to transfer trademarks, involving small fees and communication between owners.