“Cowboy Up” phrase caught fire with Boston fans.

JACKSON, Wyo. (AP) – Thanks to the recent success of the Boston Red Sox, business has been a hit at a Jackson-based company that owns the trademark on the phrase “Cowboy Up.”

The phrase was used by Texan and Red Sox first baseman Kevin Millar to spur on his teammates during a midseason slump. “Cowboy up” caught fire among Boston fans and initiated a frenzy of requests for licensing agreements with Wyoming West Designs.

“It’s gone absolutely ballistic over a very short period of time, basically over the last few days,” said Harry Talermo, president of Wyoming West Designs.

Wyoming West has owned the trademark since 1993.

The rodeo term describes riders who get thrown, dust themselves off, and get back on the horse.

Licensing agreements can often take months to draw up, but Wyoming West has been accelerating the process to capitalize on the pennant fever which has been sweeping Boston.

The phrase has appeared all over Boston, from electronic billboards on the Massachusetts Turnpike to a giant banner hanging from the State house.

Demands for Cowboy Up merchandise gained momentum when Fred Fillah of the marketing firm SmartArt/Fanatics, a Major League Baseball licensee, contacted Talermo.

Fillah’s official “Cowboy Up” T-shirt, featuring the slogan and Millar’s signature, proved popular among Red Sox fans and led to a flurry of phone calls from other companies wanting to license the slogan.

Last Friday, Wyoming West inked a licensing deal with the Red Sox, allowing every official vendor of Major League Baseball products to sell Cowboy Up items. Traditionally, Wyoming West sells belt buckles, hats, outerwear and jeans with the Cowboy Up logo to Western wear stores around the country. Having a popular professional baseball franchise adopt the phrase has been an unexpected boon for the 13-year-old company.

“We’ve been able to bring up the expression as a component in the Western wear industry, but when the Red Sox do it gives you a whole different level of attention,” Talermo said.

Talermo and his partner, Ray Domecq, attended Saturday’s Red Sox game in Boston at the invitation of Red Sox officials.

Though neither had been to Fenway Park before, Domecq is a former minor league baseball player who played in the Philadelphia Phillies organization.

Though Talermo admits he’s not much of a baseball fan, he and his partner are aware a Red Sox pennant would be great for business.

“It could potentially escalate if the Red Sox go all the way to the World Series,” Talermo said.

“We’re pulling for the Red Sox and want to help them in their quest for a championship.”

AP-ES-10-13-03 1908EDT