The Super Bowl phrase is tightly protected as a trademark, so brands and retailers must be careful about how they refer to the event in marketing and advertising. The restriction affects how companies present sales, special offers and other promotions tied to the game.
Courtney Cothren, an associate teaching professor at the University of Missouri’s Robert J. Trulaske, Sr. College of Business, has professional experience that includes retail consulting. She has answered questions about how trademark rules influence retail marketing strategy for the Super Bowl period and looks at effects on retailers, consumers and brand strategy.
In practice, many retailers avoid using the exact name and seek other ways to capture public interest without crossing legal boundaries. Brands must balance potential sales gains from linking promotions to the game with the risks of infringing trademark rights.
For consumers, trademark protection can change how offers appear and how easy it is to find game-related deals. The available information does not say what specific legal steps organizers take or how often disputes arise.
Difficult words
- trademark — A legal word or symbol protecting a brand
- retailer — A store or company that sells goodsretailers
- promotion — A special offer or sale to attract customerspromotions
- infringe — To break a rule or use without permissioninfringing
- marketing — Activities to promote and sell products or services
- dispute — A disagreement or argument between people or groupsdisputes
- organizer — A person or group that plans an eventorganizers
Tip: hover, focus or tap highlighted words in the article to see quick definitions while you read or listen.
Discussion questions
- If stores avoid the exact Super Bowl name, how would you search for related deals online or in shops?
- Do you think trademark protection for big events helps or harms consumers? Why?
- How might a small business link a sale to a big event without using the event name?
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