The United States Olympic Committee sent a cease and desist letter to Oxbow High School in Vermont asking the school to stop using OLYMPIANS as the name of its sports team.
Greg Fennel of the Valley News thinks “[t]his is a fight Oxbow most definitely should fight” because USOC is a bully picking on a “target they consider easiest to harass” and “sneaky” for acting on an “anonymous tip.”
Oxbow Is Infringing
Mr. Fennell says there’s no infringement because the school isn’t “financially profiting from its Olympian nickname [and if it is] it’s only in a minuscule fashion.”
It’s irrelevant whether the school is benefitting financially. Because the mark OLYMPICS® is both famous and distinctive, USOC doesn’t even have to show that there’s a likelihood of confusion in order for the school to be infringing. 
USOC Is Not a Bully
USOC isn’t a bully. If USOC gives Oxbow a pass, then the next group that uses OLYMPIANS will be able to point to Oxbow as evidence that OLYMPICS isn’t distinctive. USOC knows it has to protect its rights or risk losing them.
Our Olympians Count on Trademark Protection
Mr. Fennel demonizes USOC because “[t]he bulk of [USOC’s] dough comes from commercial sponsorships”. He thinks USOC should spend its time dealing with its other problems instead of picking on Oxbow high school.
CocaCola® sponsors U.S. teams in exchange for the rare right to use USOC’s trademarks. It’s the exclusivity that creates the value. USOC’s problems won’t be solved by destroying its ability to fund itself.
Trademark owners protecting their rights aren’t sneaky bullies. They’re just doing their duty. I hope the school decides to listen to legal counsel instead of the local sports writer.
Thanks to Melissa B. for the heads up on this story.
 All quotes from Mr. Fennel are taken from the article “Oxbow Should Tell USOC to Scram” in the Valley News on July 21, 2018.
 “[T]he owner of a famous mark that is distinctive . . . shall be entitled to an injunction against another person who . . . commences use of a mark . . . that is likely to cause dilution by blurring or dilution by tarnishment of the famous mark, regardless of the presence or absence of actual or likely confusion, of competition, or of actual economic injury.” The mark is also protected by a separate statute that protects the trademarks of USOC.