Let's Go Buffalo Trademark Application Published for Opposition

Celebrate Buffalo filed a U.S. trademark application for the phrase “Let’s Go Buffalo” in connection with apparel, specifically shirts. The application was published in the USPTO Trademark Official Gazette on August 11, 2026, opening the standard 30-day period for third parties to file oppositions.

The phrase is a longstanding rallying cry among Buffalo Bills fans. Local businesses and fans have expressed concerns about exclusive rights being granted to a single applicant for common fan apparel use. The filer, a small local company, has indicated the application follows its own prior commercial use of the phrase on merchandise.

Oppositions may be filed by any party believing the mark is not registrable, including on grounds of descriptiveness, lack of distinctiveness, or prior use. If no opposition is filed or if any opposition is unsuccessful, the application could proceed toward registration.

The development has drawn local media attention in Buffalo, with coverage noting potential impacts on fan merchandise sales and community use of the slogan.