Got a Great Idea for a Super Bowl Promotion?
Careful – or You May Earn a Penalty
With the approach of one of the greatest events in sports, it’s natural for creative PR minds to start thinking of ways their brand or client can capitalize on a Super Bowl tie-in.
But before you head too far downfield, take time for a refresh on the rules surrounding promotions that link to the Big Game.
The National Football League has trademarked a list of names and phrases that cannot be used in advertising or promotional materials unless you have paid for that privilege. The NFL strictly enforces these trademark laws to prevent any confusion between paying sponsors and companies just trying to capitalize on the Super Bowl for the benefit of their business.
What does this mean for creators?
If you are posting or issuing anything that could be considered commercial in nature, use of the term “Super Bowl” (or any of the other protected names) will be viewed by the NFL as being in violation of its guidelines. The NFL has famously issued cease-and-desist letters to churches that were hosting Super Bowl watch parties.
Sharing observations on your personal Twitter account or hosting a private Super Bowl party at your home is fine. But if you’re posting for a brand or client or represent a restaurant promoting a Super Bowl watch party, beware – you’re likely to be afoul of NFL guidelines.
Here’s a quick summary of dos and don’ts if you engage in a promotion for a client or employer.
DO NOT USE THESE TERMS:
“Super Bowl”
“Super Sunday”
“Game Day”
“Back to Football”
“Ist and Goal”
AVOID:
Incorporating the NFL logo into your creative
Using specific team names
Using the names of individual players
THESE TERMS ARE PERMISSIBLE:
“The Big Game” or “Big Game”
Generic football terms
You may use a player’s number
If you’re referencing a player, you may use his jersey number
City names of teams competing
To be extra safe, you can add a phrase such as: “Not an official sponsor of the NFL.”
Don’t be afraid to turn on your creative juices as the Super Bowl approaches. But be sure to carefully review the rules ahead of time so that you don’t trigger a penalty flag.