Seattle Seahawks running back Marshawn Lynch is just here to trademark the phrase “I’m just here so I won’t get fined.”

Lynch’s go-to refrain during Super Bowl media sessions in Phoenix last month brought plenty of punchlines. And according to Sponsorship evaluation firm Front Row Analytics, exposure for the “Beast Mode” brand was at least $3 million in equivalent advertising time.

Lynch owns several trademarks, including Beast Mode and Power Pellets, a reference to the Skittles candies he eats by the pound. He also trademarked the phrase “About that Action, Boss,” which was a response to a question at the 2014 Super Bowl media sessions in New York.

Lynch has his own clothing brand, which sells hats and shirts, and will have his own shoe line by next season.

The Seahawks have been negotiating a new contract with Lynch. His four-year, $31 million deal expires after the 2015 season and coach Pete Carroll and general manager John Schneider expressed their growing desire to get Lynch under a new deal as soon as possible.

Carroll said at the Scouting Combine that the team has made significant offers to Lynch, who Schnedier described at the Super Bowl and last week in Indianapolis as a “heartbeat guy” for the run-heavy Seattle offense.