A guy I went to high school with had this same thing happen to him. Saint Louis University sued him for his site billikens.com; which gave updates, stats and general information regarding their sports teams. He still owns and manages the site today, 11-12 years later.
I can see wanting to own the site to promote his stuff, but come on Kenny B. Its not like these guys are selling bogus DC shoes stuff, they are actually promoting him and his brand.