Trademark on "Beat LA" ??

I'm no Lance Ito but I do pretend to be a legal eagle once in a while. Much is ado about the Celtics slogan for the finals: "Gotta Beat LA." We all know it's lame (I'm not going to get into that) but I figure there has to be one or many reasons for this. While ESPN was laughing about the matter and Screaming A Smith was screaming about it, I was sitting at home knowing that it had to do something with money.