Dodgers Trademark “Los Doyers”

How much do the McCourt's really want to make off L.A. Dodger fans?

Apparently, the sky's the limit.

After hiking parking prices, trimming player payroll and blanketing Chavez Ravine with advertising logos, the Dodgers have found a new source of income -- local culture.

For years, Hispanic Dodger fans have fondly called their Boys in Blue "Los Doyers."

The phrase may go back -- way back -- to the way legendary Dodger Manny Mota pronounced his "Doyers."

To no one's surprise, local entrepreneurs jumped on Los bandwagon.

Manny Morales, owner of Latin Lingo Clothing near Dodger Stadium said, "'Los Doyers' is the way Latinos have always said, 'Dodgers.' Ask your mom or your grandma. You say, 'Dodgers,' and they repeat back, 'Doyers.'"

Salvador Fonseca, a longtime Dodger fan, said he says "Los Doyers" all the time.

"Especially with guys at work. They don't speak English. They use 'Los Doyers' all the time," Fonseca said.

But now Morales is frustrated.

At his shop "Los Doyers" T-shirts and jerseys have been a popular item.

But now he can't sell them anymore.

The Dodgers decided to trademark the term and sent out cease and desist letters to anyone selling "Los Doyers" merchandise.

"I don't think it's right," said Morales. "It's not right at all. It's not their saying, it belongs to the Latino people, that's the way we say it, that's our thing."

Despite his frustration with Dodgers management, Morales is maintaining a sense of humor: "I don't know, is Wal-Mart going to trademark 'Welmart'? That's how my grandmother says it. So are they going to trademark 'Welmart'? Maybe I should get on it."