The Super Bowl is one of the biggest events for both sports and retail, and the phrase "Super Bowl" is tightly protected as a trademark. Because of this legal protection, brands and retailers must choose their words carefully in marketing and advertising, which in turn shapes how sales, special offers and other promotions are presented during the game window.
Courtney Cothren, an associate teaching professor at the University of Missouri’s Robert J. Trulaske, Sr. College of Business, brings retail consulting experience to this topic. She has answered questions about how trademark rules influence retail marketing strategy for the Super Bowl period and examines the effects on retailers, consumers and broader brand strategy.
In practice, many retailers avoid the exact name and pursue alternative phrasing to capture public interest without crossing legal boundaries. Companies therefore balance the potential sales benefits of tying promotions to the game against the legal risks of trademark infringement, and this trade-off affects advert planning, word choice and campaign design.
For consumers, trademark protection can change how offers appear and how easy it is to locate game-related deals. The article does not provide details on what specific legal steps organizers take in each case or how often disputes arise.
Difficult words
- trademark — legal sign that protects brand names
- infringement — action that breaks a legal right
- retailer — shop or company that sells goods to publicretailers
- promotion — special offer or advertisement to increase salespromotions
- marketing — activities to promote and sell products or services
- balance — to weigh different factors and make a choice
- trade-off — situation that requires accepting one loss for gain
Tip: hover, focus or tap highlighted words in the article to see quick definitions while you read or listen.
Discussion questions
- How might using alternative phrasing for the Super Bowl make it harder for consumers to find game-related deals? Give examples.
- What are the benefits and risks for a retailer that ties promotions to the game despite trademark rules?
- In what ways can trademark protection shape a company’s broader brand strategy beyond a single event?
Related articles
Pakistani human rights lawyers sentenced over social media posts
Two Pakistani human rights lawyers, Imaan Zainab Mazari-Hazir and Hadi Ali Chattha, were sentenced to 17 years on 24 January 2026 for social media posts about alleged military abuses. The fast trial and use of the Prevention of Electronic Crimes Act drew wide criticism.
