How about advertising the showing of their games? Happens every superbowl. NCAA clamping down on anything that depicts a playoff tree every March. Ever actually bothered to listen to the disclaimer that comes before games? “Any depiction, rebroadcast or transmission of this game is strictly prohibited.” None of this is new. None of it is complicated. Trademarks have to be defended, and they are. Dozens of these cases hit the news every year. And the same crowd of people whine and bitch and moan and show they just don’t know what the hell they’re talking about.
That is not trademark that is copyright.
I still would argue that an NCAA franchise is not food, and the FCC regulations and trademark/copyrights that apply for rebroadcasting (on govt leased airwaves) is not an equivalent for reselling privately owned property legally obtained.
But, I concede to you point even if I am not convinced it applies here. How many times a year must a elementary school kid set up his candy stand selling bags of M&M’s before it is called a business where Mars Confectionery comes and drags him into court?
As later pointed out, the kid using KK in his business name online is the more clear infringement.