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closed Pro Sports Franchise Name Trademark Free!

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Duke

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Here is an interesting case I could use some help with. I just picked up TampaBayRowdies.com from the expired list. For those who do not follow soccer, the Rowdies were one of the most successul pro soccer teams in U.S. history. They played in the old NASL when Pele and other international stars were in the league and often drew over 50,000 fans to Tampa Stadium. However the NASL fell on hard times and eventually died and the Rowdies disbanded in 1984.

They are still talked about often in soccer circles and the name still gets about 1000 searches in Overture on "Tampa Bay Rowdies" every year. The trademark on the name expired and was not renewed (I did a trademark search to be sure before registering). How would you value such a name?
 
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