Rivalries in college football are big business nationwide, and this weekend's game in Provo has already attracted the attention of counterfeiters trying to profit from the Utah-BYU rivalry.

In the Beehive State, sports fans line up for the annual contest between the two Mountain West Conference foes, and counterfeiters see a market for sports merchandise with unauthorized logos.

"In the last month, we've seen an enormous amount of promotional use of our trademarks that are unauthorized," said Shane Hinckley, the University of Utah's director of licensing and marketing. "This has been an issue for several years, and as the rivalry grows, more attention gets placed on our marketplace."

Hinckley said that people who sell counterfeit gear often aren't always aware that they are breaking the law.

"Being a fan involves a lot of emotion — people are proud of their school, and (trademarks) aren't the foremost thing on their minds," he said.

With interest in sports merchandise at a high this weekend, both schools are joining with law enforcement and Collegiate Licensing Co. (CLC) to target counterfeiters. The CLC is the official licensing agency for both universities and also represents more than 200 other colleges, as well as bowl games, athletic conferences and the NCAA. Only items with an CLC-approved product label can be sold as officially licensed merchandise.

Hinckley said the goal is to protect the people who have licenses to sell official merchandise by educating those who might be found in violation. All counterfeit merchandise is subject to seizure, and businesses wishing to run promotions surrounding the Beehive Boot should contact officials at the university for permission.

"We know there's a lot of excitement and passion around this game, and people want to benefit from that," said BYU director of marketing Bret Eden.

Eden said much of the problem stems from vendors selling unlicensed merchandise or local businesses touting the game as a way to increase sales. He said when violators are found, their merchandise is confiscated by law enforcement and the CLC.

He added that many businesses pay good money to become officials sponsors of both teams, and entrepreneurs who infringe on the trademarks of either school are forced to cease and desist.

"We just want to make sure our fans and our brands are protected," said Eden.

Officially licensed products contain a hologram sticker on the item or its tag and depict the schools in a tasteful manner. Torn tags often signify a second-hand product and are not endorsed by the CLC.

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Contributing: Wendy Leonard

E-mail: jlee@desnews.com