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How to Use the Super Bowl to Promote Your Business


We’re days clear of Super Bowl LII (that’s 52). It’s the Philadelphia Eagles vs. the New England Patriots.

It’s the promoting day of the 12 months, too. Some would possibly say, it’s the Super Bowl of promoting.

You could also be pondering of working a different promotion for your online business that ties in with the sport. Maybe you’re close to one among the groups in the sport or the sport itself (this 12 months, in Minneapolis). Maybe your enterprise is sports-themed — like a bar,eating place, or a collectibles store — or possibly you similar to the sport. And possibly you recognize the energy this one sport has so far as promotional energy is going.

For the sake of your online business’s long run, no matter you’re pondering, suppose once more.

What You Need to Know About the Super Bowl Trademark Rules

Don’t ever use the phrases Super Bowl, Eagles, and/or Patriots in any of your doable promotions forward of the sport. That’s as a result of the National Football League has critical restrictions on makes use of of those phrases for promoting and so they WILL pursue motion towards you if you happen to violate those trademarked phrases.

Aaron Holt is a board qualified lawyer in exertions and employment legislation at the company of Cozen O’Connor. He spoke back a spherical of questions from Small Business Trends this week relating to Super Bowl promoting and your online business.

His one easy piece of recommendation is to keep away from the use of those secure phrases in any respect prices.

“Not without written consent from the NFL,” Holt says. “The NFL owns at least eight trademark registrations containing the words SUPER BOWL. It has even trademarked SUPER SUNDAY. The NFL gets commercial sponsors to pay handsomely for official sponsorship of their products i.e. soft drinks, trucks, beer, etc. In order to prevent confusion with its commercial sponsors, the NFL takes steps to prevent any unauthorized use of its trademarked terms in commercial advertising that could imply false sponsorship or affiliation.”

The NFL reminds audience sooner than each sport that it’s unlawful to advertise the sport with out the written consent of the league … and so they imply it.

In truth, about 11 years in the past, the NFL went after a church that promoted a Super Bowl Watch Party as it discussed the identify of the sport in its promoting.

The copyright protections the NFL has in position lengthen to all portions of the sport, too. That comprises the use of the identify of the sport, photographs of the Vince Lombardi trophy, the sport brand, crew trademarks, crew helmet trademarks, participant names, participant photographs and extra.


Rest confident, the NFL will throw a penalty flag if you happen to violate their phrases.

Holt says, “Typically the NFL will issue a cease and desist letter before the event. For example, in 2007, the NFL forced a church to cancel its watch party which was advertised as a “Super Bowl Bash.” If you’re counterfeiting products, (the regulations impose) imaginable consequences of up to 10 years in prison and $2,000,000 in fines. For copyright violations, up to $150,000 according to infringed paintings if the misconduct used to be willful and intentional. This form of infringement might also represent robbery, fraud and different legal consequences.”


Obviously, companies that may’t come up with the money for Super Bowl promoting nonetheless run promotions which are football-themed. That’s why you listen such a lot of references to “The Big Game” as a substitute of the Super Bowl. They’re all over and also you indubitably shouldn’t keep away from selling your enterprise round the sport completely. Just don’t name it the you-know-what.

Holt presented up one different more and more in style (and suave) applicable choice, The Superb Owl. It’s an concept floated on the previous Colbert Report TV display on Comedy Central and has been bandied about this week on Reddit, too.

Reddit person ivy-and-twine noticed this Superb Owl promo at a neighborhood Trader Joe’s retailer:

Super Bowl Trademark Rules: The 1 Big Rule for Super Bowl Advertising -- Don't Ever Call It the Super Bowl!

Social Media

These restrictions lengthen to social media posts your online business creates forward of the sport, too. Holt says you’ll talk about the sport on your social posts, however anything else that borders on promotion of the sport along side your enterprise will most likely finally end up with you listening to from the NFL.

Photo by means of Shutterstock

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