Texas college football brands used in Dan Patrick’s AI campaign ad

by Jessica Priest, The Texas Tribune
September 14, 2026

Lt. Gov. Dan Patrick used three of Texas college football’s best-known traditions to mock Democratic candidates in what appears to be an AI-generated campaign ad ahead of November’s elections.

The universities restrict how outsiders can use their brands, including in political campaigns and advertising. Patrick’s ad tests whether they will enforce those rules.

Officials at the University of Texas, Texas Tech and Texas A&M did not answer the Texas Tribune’s repeated questions about whether Patrick had permission to use the schools’ names and symbols, whether university employees or resources helped create the ad or whether they would ask his campaign to take it down. State law bars public universities from using resources to support a candidate and university officials from using their authority to influence an election.

Patrick, a Republican, is one of the state’s most powerful elected officials. He presides over the Senate, giving him significant influence over how much state money public universities receive. He has repeatedly threatened their funding while pushing them to abandon policies he has labeled “woke.”

“I’d be surprised if they ask him to take it down because they have a lot to lose politically and financially,” said Andrew Cates, a Texas campaign and election law attorney.

Officials from Patrick’s campaign did not respond to questions about whether they sought the universities’ permission to use their names and trademarks.

State Rep. Terry Canales, D-Edinburg, asked the three university presidents whether they authorized the use of their schools’ branding and what they would do if they hadn’t, said his chief of staff, Alma Uribe.

Uribe said Canales wants school officials to seek the ad’s removal if they did not authorize it. Someone at Texas A&M promptly replied that officials would look into it, but UT and Texas Tech had not responded as of Friday afternoon, she said.

Patrick posted the ad to X on Sept. 5 with the caption: “College football is back. Before the first whistle, take a look at the failed playbook Goodwin and her socialist squad have for Texas.”

The 50-second ad depicts Vikki Goodwin, Patrick’s Democratic challenger for lieutenant governor, writing down ideas for new taxes on brisket and Longhorn merchandise at a simulated UT football game.

Gina Hinojosa, the Democratic nominee for governor, demands to see gun permits from Texas Tech’s Masked Rider and fans flashing the “Guns Up” hand sign. James Talarico, the Democratic nominee for U.S. Senate, sits among standing fans at an Aggies’ football game and calls the 12th Man tradition “so gendered.”

The ad identifies Patrick’s campaign as its sponsor but does not note if it was AI-generated. The post had received more than 907,000 views as of Friday.

In a Sept. 8 Facebook video, Goodwin accused Patrick of using AI to put words in her mouth because he could not beat her on the facts.

The universities’ rules vary, but Texas A&M and Texas Tech specifically address political uses.

Texas A&M prohibits using its symbols, uniforms, landmarks and athletics to promote or support political candidates. Its registered trademark includes the phrase “12th Man.”

“In order to maintain its integrity as a public institution, it is critical that Texas A&M

maintain neutrality in regard to any partisan political activity,” according to the school’s policy.

People and groups must get written permission before using Texas Tech’s trademarks in connection with a political candidate or policy issue. Its registered trademarks include the phrase “Guns Up,” the Double T logo and several Masked Rider designs.

UT doesn’t allow unlicensed advertisers to use university trademarks such as the Longhorn silhouette or Hook ‘em hand sign.

Texas A&M and UT officials recently took legal action against others accused of improperly using university trademarks.

In May, Texas A&M System officials sent a cease-and-desist letter to a North Texas Muslim education organization calling itself “TexAM University,” demanding that it stop using names and branding officials said infringed on or diluted A&M’s trademarks. Chancellor Glenn Hegar said at the time that they had a “responsibility to protect the name and trademarks” and prevent public confusion.

UT officials went further in July, suing a Corpus Christi meat market and its owner over their use of the Longhorn silhouette. They alleged the business continued using the logo and an orange color scheme even after officials sent a demand letter and tried repeatedly to resolve the dispute.

In the lawsuit, officials allege the unauthorized use of the logo could confuse customers and allow the business to “trade on and receive the benefit of goodwill built up at great labor and expense by the University.” They argue that such use leaves the university with less control over its reputation and brand.

The schools’ appearance in the ad alone does not establish a violation of state restrictions on political activity, Cates said.

Those restrictions concern universities’ own involvement in a campaign, not simply a campaign’s use of school imagery, he said.

Patrick has deployed numerous ads using AI since June, often targeting the top of the Democratic ticket: Talarico. He named Goodwin in an ad for the first time in August, but it appeared to show archival footage of her.

In a 2025 interview with the Tribune, Patrick, a former radio host, explained his communication style, defending videos he had made confronting lottery and cannabis retailers as more than “theatrics for theatrics’ sake.” Most people are busy with work and family, he said, “Our job is to break through that.”

Texas has a law targeting deepfake campaign videos, but it applies only when a video is distributed within 30 days of an election.

Patrick posted the ad months before the November election, putting it outside that 30-day window.

The law defines a deepfake as a video created with the intent to deceive that appears to show a real person doing something that did not happen.

Cates said the requirement to prove an intent to deceive makes the law difficult to enforce.

He said Patrick’s ad is unlikely to deceive viewers, but lawmakers should not wait for more deceptive ads before updating the law.

Lawmakers tried to close those gaps last year, but two proposals to do so died.

The House passed a bill by former House Speaker Dade Phelan that would have required disclosures when political ads showed candidates saying or doing things that did not happen. Cates said he was contracted to help Phelan’s office with the bill’s wording and legal details. The bill drew free speech objections from some Republicans who argued it could criminalize political memes.

The Senate passed a separate bill that would have eliminated the current law’s 30-day limit and expanded it to fabricated audio and altered images, while keeping the requirement to prove an intent to deceive. Neither proposal made it through the other chamber.

Cates said lawmakers should try again when they return to Austin next year for the legislative session. At a minimum, he wants them to require disclosures when campaigns use AI. He also favors removing the law’s intent requirements and extending or eliminating its 30-day window.

“These campaigns don’t only exist for one month before the election,” he said.

Staff writer Alejandro Serrano contributed to this report.

The Texas Tribune partners with Open Campus on higher education coverage.

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Texas universities limit their brands in political ads. Dan Patrick used them anyway. Jessica Priest, The Texas Tribune September 14, 2026 Lt. Gov. Dan Patrick used three of Texas college football’s best-known traditions to mock Democratic candidates in what appears to be an AI-generated campaign ad ahead of November’s elections. The universities restrict how outsiders can use their brands, including in political campaigns and advertising. Patrick’s ad tests whether they will enforce those rules. Officials at the University of Texas, Texas Tech and Texas A&M did not answer the Texas Tribune’s repeated questions about whether Patrick had permission to use the schools’ names and symbols, whether university employees or resources helped create the ad or whether they would ask his campaign to take it down. State law bars public universities from using resources to support a candidate and university officials from using their authority to influence an election. Patrick, a Republican, is one of the state’s most powerful elected officials. He presides over the Senate, giving him significant influence over how much state money public universities receive. He has repeatedly threatened their funding while pushing them to abandon policies he has labeled “woke.” “I’d be surprised if they ask him to take it down because they have a lot to lose politically and financially,” said Andrew Cates, a Texas campaign and election law attorney. Officials from Patrick’s campaign did not respond to questions about whether they sought the universities’ permission to use their names and trademarks. State Rep. Terry Canales, D-Edinburg, asked the three university presidents whether they authorized the use of their schools’ branding and what they would do if they hadn’t, said his chief of staff, Alma Uribe. Uribe said Canales wants school officials to seek the ad’s removal if they did not authorize it. Someone at Texas A&M promptly replied that officials would look into it, but UT and Texas Tech had not responded as of Friday afternoon, she said. Patrick posted the ad to X on Sept. 5 with the caption: “College football is back. Before the first whistle, take a look at the failed playbook Goodwin and her socialist squad have for Texas.” The 50-second ad depicts Vikki Goodwin, Patrick’s Democratic challenger for lieutenant governor, writing down ideas for new taxes on brisket and Longhorn merchandise at a simulated UT football game. Gina Hinojosa, the Democratic nominee for governor, demands to see gun permits from Texas Tech’s Masked Rider and fans flashing the “Guns Up” hand sign. James Talarico, the Democratic nominee for U.S. Senate, sits among standing fans at an Aggies’ football game and calls the 12th Man tradition “so gendered.” The ad identifies Patrick’s campaign as its sponsor but does not note if it was AI-generated. The post had received more than 907,000 views as of Friday. In a Sept. 8 Facebook video, Goodwin accused Patrick of using AI to put words in her mouth because he could not beat her on the facts. The universities’ rules vary, but Texas A&M and Texas Tech specifically address political uses. Texas A&M prohibits using its symbols, uniforms, landmarks and athletics to promote or support political candidates. Its registered trademark includes the phrase “12th Man.” “In order to maintain its integrity as a public institution, it is critical that Texas A&M maintain neutrality in regard to any partisan political activity,” according to the school’s policy. People and groups must get written permission before using Texas Tech’s trademarks in connection with a political candidate or policy issue. Its registered trademarks include the phrase “Guns Up,” the Double T logo and several Masked Rider designs. UT doesn’t allow unlicensed advertisers to use university trademarks such as the Longhorn silhouette or Hook ‘em hand sign. Texas A&M and UT officials recently took legal action against others accused of improperly using university trademarks. In May, Texas A&M System officials sent a cease-and-desist letter to a North Texas Muslim education organization calling itself “TexAM University,” demanding that it stop using names and branding officials said infringed on or diluted A&M’s trademarks. Chancellor Glenn Hegar said at the time that they had a “responsibility to protect the name and trademarks” and prevent public confusion. UT officials went further in July, suing a Corpus Christi meat market and its owner over their use of the Longhorn silhouette. They alleged the business continued using the logo and an orange color scheme even after officials sent a demand letter and tried repeatedly to resolve the dispute. In the lawsuit, officials allege the unauthorized use of the logo could confuse customers and allow the business to “trade on and receive the benefit of goodwill built up at great labor and expense by the University.” They argue that such use leaves the university with less control over its reputation and brand. The schools’ appearance in the ad alone does not establish a violation of state restrictions on political activity, Cates said. Those restrictions concern universities’ own involvement in a campaign, not simply a campaign’s use of school imagery, he said. Patrick has deployed numerous ads using AI since June, often targeting the top of the Democratic ticket: Talarico. He named Goodwin in an ad for the first time in August, but it appeared to show archival footage of her. In a 2025 interview with the Tribune, Patrick, a former radio host, explained his communication style, defending videos he had made confronting lottery and cannabis retailers as more than “theatrics for theatrics’ sake.” Most people are busy with work and family, he said, “Our job is to break through that.” Texas has a law targeting deepfake campaign videos, but it applies only when a video is distributed within 30 days of an election. Patrick posted the ad months before the November election, putting it outside that 30-day window. The law defines a deepfake as a video created with the intent to deceive that appears to show a real person doing something that did not happen. Cates said the requirement to prove an intent to deceive makes the law difficult to enforce. He said Patrick’s ad is unlikely to deceive viewers, but lawmakers should not wait for more deceptive ads before updating the law. Lawmakers tried to close those gaps last year, but two proposals to do so died. The House passed a bill by former House Speaker Dade Phelan that would have required disclosures when political ads showed candidates saying or doing things that did not happen. Cates said he was contracted to help Phelan’s office with the bill’s wording and legal details. The bill drew free speech objections from some Republicans who argued it could criminalize political memes. The Senate passed a separate bill that would have eliminated the current law’s 30-day limit and expanded it to fabricated audio and altered images, while keeping the requirement to prove an intent to deceive. Neither proposal made it through the other chamber. Cates said lawmakers should try again when they return to Austin next year for the legislative session. At a minimum, he wants them to require disclosures when campaigns use AI. He also favors removing the law’s intent requirements and extending or eliminating its 30-day window. “These campaigns don’t only exist for one month before the election,” he said. Staff writer Alejandro Serrano contributed to this report. The Texas Tribune partners with Open Campus on higher education coverage. This article first appeared on The Texas Tribune.

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