MILWAUKEE -- CenturyLink Field is undeniably loud.
Seattle Seahawks fans are undeniably passionate.
The 12th Man is undeniably an invention of Texas A&M University.
Yes, despite the theatrics of retiring the number 12, raising the giant "12" flag before every game, and countless signs in the stadium itself, Seattle doesn't even own the branding on the phrase, much to the amusement of 1979 Texas A&M graduate Kevin Troller.
"Despite what Seattle thinks, the home of the 12th Man is Texas A&M University," he said.
Troller isn't mad, just amused. He knows the Aggies have a good thing going.
"We're not spectators, we're not sitting on the sideline. We want to be in the game. We want to be in the action. We want to show our support," he said.
In a roundabout way, Seattle had to show its own support for A&M's tradition. The university had trademarked the brand, and so when the Seahawks wanted to begin using the phrase, they had to pay up. In 2006, the Seahawks licensed the "12th Man" mark from Texas A&M for a lump sum payment of $100,000 and a $5,000 annual payment every year after that, re-upping on the deal in 2011.
Troller fully understands why Seattle would want to get in on the action. He knows the appeal of caring about something as part of a community.
"The idea that someone would feel so strongly about either a university or something they feel strong about, that they personally want to be involved in it...I think that's a great life lesson," he said.
This story originally appeared on WTMJ.com