A Nevada high school is changing its Sundevils mascot and nickname after a trademark deal it had agreed to with Arizona State expired.
Eldorado High School teams will now be known as the Firehawks. The change marks the end of the school's 50-year run as the Eldorado Sundevils.
“Due to the discontinuation of a trademark agreement with Arizona State University, Eldorado High School is transitioning its mascot to the Firehawks,” the school said Wednesday in a statement via the Clark County School District to the Las Vegas Review-Journal.
Eldorado High School's rebrand is the Firehawks!
— FOX5 Las Vegas (@FOX5Vegas) May 31, 2024
A trademark deal ended with ASU after they claimed violations. https://t.co/U3humvlywT
“Eldorado High School leadership informed stakeholders of the potential change in spring 2023 when discussion began regarding the trademark agreement signed initially in 2011. Throughout the 2023-2024 school year, Eldorado High School leadership sought the input of current students, families and school alumni regarding the switch.”
Arizona State will allow schools to use the trademarked Sparky and Sundevils image and name, but they have to do so under licensing agreement.
“All licenses and exemptions for licensing or royalties must be in writing,” the university Purchasing and Business Service Manual says. “No use of any mark belonging to ASU shall be authorized without such a licensing agreement or a written exception. … Each licensing agreement will require the payment of a royalty or other consideration deemed appropriate by ASU in exchange for permission to use the marks.”
The Eldorado football team’s website, X and Instagram accounts have been rebranded as “Eldorado Firehawks.” At the bottom of the homepage, there is a message written about the school’s “rebrand.”
“After 50 years of being the ‘Sundevils,’ the team at Arizona State University decided to terminate the agreement our school had to use the same logo and mascot, which (led) to a full rebranding of the school,” the message states. “The process was lengthy and included input from the students, staff, alumni and the surrounding community, who have come together to rally around the FIREHAWKS as they rise (from) the ashes of the Sundevil!”
