The 12th Man might be part of the team, but there are times when they need the Seattle Seahawks’ permission to express their loyalty.
Converting a double-decker bus into a rolling Seahawks party machine that makes public appearances is one of those times.
"We were in contact with the Seahawks right from the start," said Gary Buchanan, one four owners of the tailgating bus, known as The Beast.
Ed Goines, the Seahawks general counselor, gave approval for The Beast to use the Seahawks logo. He says requests are determined on a case-by-case basis.
Premium content for only $0.99
For the most comprehensive local coverage, subscribe today.
Goines says that when deciding to approve the use of the team’s logos, he looks for a product that is well done, doesn’t make modifications to the logo and is a limited edition.
"There shouldn’t be 10 or 15 of them," Goines said. "They shouldn’t be thinking, ‘I’ve done this so well I’m going to do it for other people.’ It should be singular."
Other questions are asked too.
In the case of The Beast, for example, Goines said it likely wouldn’t have been approved had the vehicle been a brand that competed with one of the team’s automotive partners.
Lucky for the Beast team, the Seahawks don’t yet have a double-decker bus sponsor.
It also was important that the Beast team wasn’t using the logo to make a profit, said Mike Flood, the Seahawks vice president of community outreach.
Not only do The Beast’s owners say they won’t charge for food at tailgate parties, they also plan to use the vehicle to raise funds for charities the Seahawks support.
And all of this helps answer the most important question of all that Goines asks when trying to determine if he should allow permission to use the team’s logos: “Does it add value to our brand?”