Be super careful when accepting, creating bowl-related advertising

As Super Bowl LVII approaches, many advertisers might be mentioning the “the Big Game” and emphasizing football in their advertising. But, it could land your publication in hot water with the National Football League if you refer to the Super Bowl by name in advertising.

The NFL trademarked the terms “Super Bowl” and “Super Sunday” in 1969, and in the past has not hesitated to send cease-and-desist letters to businesses, even churches, that used the name to promote events and services.

The Super Bowl LVII logo, the NFL shield and team names and logos are trademarked as well, and should not be used in ads, unless the advertiser has paid for the right to be an official NFL partner. A bar or restaurant that has a public performance license to show television programs on their premises has the right to show the Super Bowl broadcast to its patrons, but if it uses the words “Super Bowl” in its advertising to attract customers, the league will object.

Advertisers who want to capitalize on the Super Bowl’s popularity should remember to use “the big game”, “game day” (but not “Gameday,” as that term is also trademarked by the NFL) or some other wording.

It is, however, okay to say “Super Bowl” or “Super Sunday” in news coverage.