ABC will broadcast Michigan-Michigan State on Saturday, and to promote the game this week ESPN oddly chose to use the nickname of another FBS program.

Hey @espn, nice phrase for a promo but uh…no pic.twitter.com/UPMPCxLcCG — George Dunham (@GeorgeDunham) October 4, 2017

North Texas AD Wren Baker noticed the copyright infringement and pounced.

Hey @espn & @MSU_Athletics , without a doubt @MeanGreenSports is the hottest athletic dept in the country. BUT you can’t just try to steal #MeanGreen. It’s trademarked and has been for a very, very long time. Cease and desist letter on the way. https://t.co/7g69KeEm0T — Wren Baker (@wrenbaker) October 4, 2017

This was smart by Baker on two fronts:

1) Trademark law requires defense of said trademark, even if the infringing party happens to be the largest sports media company on Earth.

2) It’s smart public-relations to take on said media company in a battle you know you’re going to win.

And, voila, North Texas won.

Thx to ESPN for reaching out quickly & correcting Mean Green usage. I appreciate MSU AD Mark Hollis for reaching out as well. Love the national respect for our brand! pic.twitter.com/M4yhgIrwRh — Wren Baker (@wrenbaker) October 4, 2017

From ESPN on the North Texas/Mean Green/Michigan State situation pic.twitter.com/7EweDNvGKR — Dan Wolken (@DanWolken) October 4, 2017

In the meantime, the North Texas athletics department squeezed this rag for every ounce of liquid it could hold.

By thinking on his feet, Baker allowed North Texas to pull one of the ultimate Walter White moves on none other than ESPN.