I might have this wrong (and I'm happy for anyone to tell me I'm wrong - I've had a quick google and can't be certain), but...
...in days gone by there used to be a coach company in Sheffield who ran coaches predominantly in red/cream livery, called Sheffield United Tours - but they were nothing to do with Sheffield United Football Club (the team who play in colours similar to the coach livery) - it was a merger between a "Sheffield" company and a "United" company IIRC. Like a number of coach operators, they sometimes went by their initials. I think they were bought up by one of the bigger coach operators (Wallace Arnold or Shearings or someone who was later bought up by them - not sure)
Anyhow, that's not the interesting bit. The interesting bit is that an operator came along in the late 1980s to compete with the dominant bus company (so far, so unremarkable)... second hand Leyland Nationals and some Atlanteans from LRT in Edinburgh... painted in a dark red/white colour scheme... although they ran out of the same Charlotte Road depot that Sheffield United Tours had once used, they were nothing to do with Sheffield United Tours but alluded to it - if my memory is correct then the bus company was "sut" - not "Sheffield United Tours", not "S.U.T", no punctuation or anything like that, just "sut"
As the old Sheffield United Tours company no longer existed, I guess there was no problem legally, they weren't claiming to be Sheffield United Tours, they were just a company called "sut"
(they were bought by South Yorkshire Transport/ Mainline, turned into a "low cost" operation, merged with Sheafline to take on all of the low-value routes, then abandoned when everything went under the "Mainline" brand - as various local garages like Herries Road and Greenland and Leadmill were closed as SYT became Mainline became First, the successor company opened a new garage at... Charlotte Road... thing going full circle!)
An honourable mention to South Yorkshire Road Transport, which sounds like a reasonable name for a bus company in Sheffield or Barnsley or Rotherham or Doncaster... but not Pontefract!