I spent about two years of my life negotiating licenses to use the logos of, as I recall, 98 different colleges.
Only two weren't satisfied by our standard contract and insisted on a.) a higher royalty rate and b.) greater control over usage. Their position was derived from a sense of inflated importance (i.e. arrogance).
Those two universities were Notre Dame and Texas.
They finally settled for our standard deal once I'd convinced them we'd just have to sell more Texas A&M mugs to make up the difference (or Indiana, Purdue, Michigan and Michigan State, etc.).
Real assholes to deal with...
I know of one school, which shall remain unnamed, who has had their logo or one very similar used by numerous other schools.
They threatened them with a lawsuit but always agreed to let them use it if they paid a nominal fee, something like $10. I guess they just wanted to maintain ownership of it.
Hmm...that’s an interesting story.