"Evil Empire" an insult that became a blessing

“A panel of judges in Washington, D.C., issued a ruling this month against a company called Evil Enterprises that has been trying since 2008 to trademark the phrase "Baseballs Evil Empire." The company sells T-shirts and hats that mash up familiar Yankees iconography with pitchforks and devil's tails.” Feb 23, 13

Yankees have won a legal victory against Evil Enterprises to guarantee that there is only one “Evil Empire” in Baseball. The team has used this trademark since it received the nickname from Lary Lucchino, President of the Boston Red Socks team, after Yankees signed Cuban pitcher Jose Contreras in 2002. Lucchino meant to insult the team, but Yankees used it to their marketing advantage. The team embraced the nickname and uses the slogan to promote a powerful and fearful image in the baseball league. As a matter of fact they have always played Star Wars music at home games since Lucchino’s comments. What a good way to use an insult to your advantage!

 Source: http://online.wsj.com/article/AP10e11593b23d43f8bbf85f768e6b62e6.html?KEYWORDS=%22Yankees%3A+Yes+We%27re+%27Evil%27+%22