Using Event Names Like the Super Bowl in Your Marketing

Why are event names risky to use?

Names like the Super Bowl, the Olympics, and the World Cup are protected trademarks whose owners actively police unauthorized commercial use. Even implying an association — a "Super Bowl special" — can draw a cease-and-desist because it suggests sponsorship or affiliation you do not have. The organizations behind these events invest heavily in enforcement, so small businesses are not too small to be noticed.

What are safer alternatives?

Marketers routinely sidestep the risk with generic references like "the big game," "game day," or "the championship" that do not use the protected mark. You can promote a themed sale without naming the trademarked event. This keeps the marketing energy while avoiding an infringement claim. When in doubt, describe the occasion generically rather than by its brand name.

How does this apply to your own brand?

The same rules that protect big events can protect you. A registered trademark lets you stop others from cashing in on your brand name, just as event owners do. Rather than borrowing someone else’s protected name, build equity in your own and register it. Secure Mark USA can file your brand from $99 plus the $350-per-class USPTO fee.

Key takeaways

• Major event names like the Super Bowl are protected trademarks.
• Using them in ads can imply false affiliation and trigger infringement claims.
• Generic phrases like "the big game" are far safer marketing choices.
• A registered mark lets you protect your own brand the same way.
• Secure Mark USA files your own mark from $99 plus the $350-per-class USPTO fee.

Frequently asked questions