A sequel to:
I have a thought concerning this whole Wal Mart Wolverine thing that I just brought up to a friend (copy and pasted):
I think in corporate terms it's a compliment. We're the mega giants of the academic/athletic world the same way Wal Mart rules the supermarket world. I think MSU would technically be considered Jewel-Osco because they only have relevance in one state and even then they are overrun by the competition. So, yes, you can call them Jewel-Osco Spartans.