When Keystone Alternatives chose “goPSUrv.com” as their domain name, they thought they’d found the perfect way to target Penn State football fans looking for RV rentals. Six years later, they’re handing over that domain to the university, destroying all their marketing materials, and admitting to willful trademark infringement. Here’s how a seemingly clever business decision became a costly lesson in trademark law.
The Dispute
On June 27, 2025, federal judge Yvette Kane entered a consent judgment and permanent injunction against Keystone Alternatives LLC in the US District Court for the Middle District of Pennsylvania. The RV rental company agreed to end Penn State’s infringement lawsuit by admitting they willfully violated the university’s “PSU” trademark.
The legal battle began in December 2019 when Penn State filed suit against Keystone Alternatives and its owner Mark Lauer for multiple trademark infringements. The university claimed the company used Penn State’s registered trademarks and “feigned affiliation with the university to sell products.”
Under the settlement terms, Keystone must transfer the goPSUrv.com domain to Penn State and destroy any materials that infringe on the university’s trademarks. After six years of legal uncertainty, the company that built its entire marketing strategy around Penn State’s brand recognition now faces starting over from scratch.
What Made This Domain Name Legally Dangerous
Penn State owns federal trademark registrations for “PSU,” “PENN STATE,” and its Nittany Lion logo through the U.S. Patent and Trademark Office. These aren’t just theoretical rights. The university actively uses these marks in commerce, including offering “RV parking for home football games and hotel services under the ‘PSU’ and ‘PENN STATE’ trademarks”.
The court found that Keystone’s domain choice created multiple problems. The “goPSUrv.com” domain was “similar to the Penn State Athletics website ‘gopsusports.com'” and appeared designed to confuse consumers about the source of services.
Penn State alleged the business didn’t attempt to promote its actual name, “Keystone Alternatives,” and created its domain “to divert web traffic from the hundreds of thousands of people seeking accommodations for traveling to Penn State’s athletic events” for its own financial benefit. The lawsuit claimed this practice constituted unfair competition by suggesting a false connection to the university.
This case reveals warning signs that every business owner should recognize before choosing names or domains. Using acronyms strongly associated with major institutions creates obvious infringement risks. “PSU” is universally recognized as Penn State University, just as “MIT” means Massachusetts Institute of Technology and “UCLA” refers to the University of California, Los Angeles. These abbreviations carry the same legal protection as full institutional names.
Targeting the customer base of a specific organization while using their identifying marks compounds the problem. Keystone specifically marketed to Penn State football fans using Penn State’s own trademark, creating a clear likelihood of consumer confusion about endorsement or affiliation.
Creating domains similar to existing institutional websites shows intent to capitalize on established brand recognition. The similarity between “goPSUrv.com” and Penn State’s official “gopsusports.com” wasn’t coincidental. It demonstrated deliberate efforts to benefit from consumer familiarity with Penn State’s web presence.
Marketing materials that suggest affiliation where none exists violate trademark law even when disclaimers attempt to clarify the relationship. Keystone’s website referenced “National Championship Team along with other former PSU football players” and used terminology like “LION’s DEN” that reinforced connections to Penn State’s Nittany Lions brand.
The True Cost of This Trademark Mistake
Keystone’s trademark infringement wasn’t just a technical legal violation. It became a business-destroying mistake that accumulated costs for over half a decade.
The most obvious loss is the domain itself. After six years of building online presence, search engine optimization, and customer recognition around goPSUrv.com, Keystone must hand it over to Penn State. Any business that has invested in digital marketing understands the value of an established domain with organic search traffic and customer familiarity.
Legal fees alone likely consumed substantial business resources. Federal trademark litigation can easily cost tens of thousands of dollars, and complex cases that span multiple years often reach six-figure legal expenses. Small businesses rarely budget for extended trademark disputes, making this an unexpected drain on working capital.
The reputational damage may prove even more costly. By admitting to willful trademark infringement in a public court filing, Keystone acknowledged they intentionally violated another’s intellectual property rights. This admission could affect future business relationships, vendor negotiations, and customer trust.
Finally, Keystone must rebuild their entire brand identity. New domain registration, website development, marketing materials, business cards, signage, and customer re-education all require time and money. Meanwhile, competitors who chose legally clear names continue operating without interruption.
Why Universities Fight Trademark Battles So Aggressively
Educational institutions treat trademark protection as serious business because their brands generate significant revenue through licensing programs. Major universities earn millions annually by licensing their names, logos, and marks to apparel companies, merchandise retailers, and service providers.
Penn State’s aggressive response makes business sense when you consider the commercial value at stake. Football programs at major universities create massive economic opportunities, from merchandise sales to hospitality services. The university specifically offers “RV parking for home football games and hotel services under the ‘PSU’ and ‘PENN STATE’ trademarks”, putting Keystone in direct competition using Penn State’s own marks.
Universities also face a “use it or lose it” principle in trademark law. If trademark owners fail to police their marks and allow widespread unauthorized use, they risk losing legal protection entirely. This creates strong incentives for institutions to pursue even small-scale infringers to maintain their rights.
The emotional connection between alumni and university brands creates additional commercial value that institutions must protect. Penn State graduates nationwide feel personal connections to PSU branding, making them willing customers for officially licensed products and services. Unauthorized use dilutes this exclusivity and potentially confuses consumers about authentic Penn State offerings.
How Proper Trademark Clearance Could Have Prevented This
A thorough trademark search conducted before choosing the goPSUrv name would have immediately revealed the legal obstacles Keystone would face. Professional trademark searches examine multiple databases to identify potential conflicts before businesses commit to names they cannot legally use.
Federal trademark database searches would have shown Penn State’s existing registrations for “PSU” and related marks. These public records clearly establish Penn State’s legal rights and priority of use in commerce. Any search including “PSU” would have flagged these registrations as obvious barriers to Keystone’s intended use.
State trademark databases across all 50 states would have revealed additional uses of Penn State marks in various commercial contexts. While federal registration provides the strongest protection, state registrations and common law uses also create legal rights that can prevent new businesses from adopting similar marks.
Common law trademark searches examine unregistered uses of marks in commerce. Penn State’s widespread use of “PSU” in business contexts, from merchandise to services, would have appeared in these searches even without formal registration. Common law rights often predate registered rights and carry significant legal weight.
Internet database searches would have identified the similarity between “goPSUrv” and Penn State’s existing “gopsusports.com” domain. These searches help identify potential consumer confusion issues before they become legal problems.
Most importantly, professional legal analysis would have provided clear guidance about the risks of proceeding with the chosen name. An experienced trademark attorney would have advised against any use incorporating “PSU” and recommended alternative approaches that could achieve similar marketing goals without legal exposure.
Better Approaches for Similar Businesses
Keystone had numerous options for effective branding that wouldn’t have triggered trademark conflicts. Smart naming strategies can capture target markets without borrowing others’ intellectual property.
Geographic branding offers one clear alternative. “Happy Valley RV Rentals” or “State College Game Day RVs” would have communicated the Penn State connection through location rather than trademark infringement. Customers seeking Penn State-area services would easily find these businesses without creating confusion about university endorsement.
Descriptive naming focused on services rather than affiliations provides another approach. “Game Day RV Solutions,” “Tailgate RV Specialists,” or “College Football RV Rentals” communicate the business purpose clearly while remaining legally available for trademark protection.
Coined terms without institutional connections offer the strongest legal protection. Creating entirely new brand names like “TailGate Champions” or “Victory RV Rentals” allows businesses to build their own brand equity rather than attempting to borrow recognition from established marks.
Legitimate licensing agreements represent the proper way to use university trademarks in business. Penn State and other universities regularly license their marks to approved vendors who meet quality standards and pay appropriate fees. This approach provides legal permission to use protected marks while supporting the institution’s trademark program.
Domain Names Don’t Create Trademark Rights
One of the most dangerous misconceptions in business today is that registering a domain name grants trademark rights to that name. Domain registration operates through a different system than trademark law, and being first to register a domain provides no protection against trademark infringement claims.
Trademark rights in the United States are based on use in commerce, not registration priority. Penn State’s rights to “PSU” derive from decades of use in educational services, merchandise, and commercial activities. These rights predate Keystone’s domain registration and take legal priority regardless of when the domain was purchased.
The internet has not created a separate legal universe where trademark law doesn’t apply. Courts consistently hold that domain names are subject to the same trademark principles that govern any other commercial use of marks. Using someone else’s trademark in a domain name can constitute infringement just as clearly as using it on a storefront sign.
Intent matters significantly in trademark infringement cases. When businesses choose domains that incorporate others’ trademarks while targeting those trademark owners’ customers, courts view this as evidence of intentional wrongdoing. Keystone’s admission of willful infringement suggests they understood the legal risks but proceeded anyway.
The lesson for business owners is clear: domain registration should follow trademark clearance, not precede it. Choose names you can legally protect, then register corresponding domains. Don’t let domain availability drive naming decisions when trademark conflicts make those domains legally unusable. (We covered some popular domain name trademarks as well.)
Protecting Your Business Before Problems Start
Keystone’s experience demonstrates why proactive trademark protection is essential for any business serious about long-term success. As a licensed trademark attorney who has filed over 6,000 trademark applications with the United States Patent & Trademark Office, I’ve seen countless businesses face similar crossroads. The difference between success and failure often comes down to making informed legal decisions before commitments become irreversible.
Every day you operate without trademark clearance is a day you’re building value on potentially shaky legal ground. Keystone spent six years and substantial resources defending a name they never had the right to use, when proper legal guidance upfront could have steered them toward a legally clear alternative that would have avoided this entire disaster.
Don’t let your business name become someone else’s legal victory. Contact my office today to protect your brand before you launch, because some marketing mistakes you simply can’t undo.
The choice is yours: invest in proper legal guidance now, or risk spending years and potentially everything you’ve built defending a name you never had the right to use. Keystone learned this lesson the hard way. You don’t have to.
