"The Super Bowl isn't just the biggest game in sports, it's also a major driver of commercial sales. Yet many retailers avoid saying its name at all. With "Super Bowl" tightly protected as a trademark, brands must find creative ways to capture the excitement without crossing legal boundaries."
"A business professor has answers for you about how trademark rules shape promotions and retail marketing strategy for one of the biggest sales periods of the year. Courtney Cothren is an associate teaching professor at the University of Missouri's Robert J. Trulaske, Sr. College of Business. Cothren, whose professional experience includes retail consulting, explains below what the Super Bowl trademark means for retailers, consumers, and brand strategy:"
The Super Bowl trademark is tightly protected, restricting commercial use of the event's name and logos. Many retailers avoid saying "Super Bowl" to reduce infringement risk and licensing costs. Brands rely on indirect references like "big game," themed promotions, timing, in-store displays, partnerships, and experiential marketing to tap event-driven demand while remaining compliant. Trademark rules influence advertising copy, packaging, sponsorships, and promotional calendars. Consumers receive concentrated deals and targeted merchandising around the event, but marketing messages are constrained by legal boundaries. Overall, trademark protection encourages conservative brand strategies and creative workarounds to capture sales without violating rights.
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