The Super Bowl is the NFL’s flagship event each year, and the league has invested a lot in the event’s branding and broadcasting. In light of that investment, it’s understandable that the NFL would be protective of its trademarks and copyrights surrounding it. But that protectiveness has led to the NFL, and other businesses around it, perpetuating a number of myths about what you can and can’t do with the Super Bowl—including the words “Super Bowl.”
Saying “Super Bowl” in an ad
We’re already being bombarded by ads from sports bars, grocery stores, fast-food chains, and countless other companies tying their ads in to “The Big Game.” It’s a completely ridiculous circumlocution that just draws attention to itself and the absurdity that is trademark law. Obviously they’re talking about the Super Bowl; they’re clearly not talking about the Cal-Stanford game, or a high-stakes poker match, or a rugby match in Twickenham.
Conventional wisdom is that advertisers are avoiding calling a Super Bowl a Super Bowl because they don’t want to infringe on the NFL’s trademark in the name. But if that’s the case, it’s because the advertisers are being overly cautious, not because they’d actually be doing anything illegal.
Read 13 remaining paragraphs | Comments

Leave a Reply