Why retailers rarely use ‘Super Bowl’
- Many retailers avoid using the term “Super Bowl” due to trademark protection.
- The Super Bowl is a major driver of commercial sales, but brands must find creative ways to reference it without infringing on the trademark.
- Trademark rules shape promotions and retail marketing strategy for one of the biggest sales periods of the year.
- Brands must be cautious when using language or imagery associated with the Super Bowl to avoid legal issues.
- Retailers often use alternative phrases, such as “big game” or “major event,” to capture the excitement without violating trademark rules.
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.
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.
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:
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Q. Why do retailers rarely use the term “Super Bowl”?
A. Retailers rarely use the term “Super Bowl” because it is tightly protected as a trademark, and brands must find creative ways to capture the excitement without crossing legal boundaries.
Q. What is the significance of the Super Bowl in commercial sales?
A. The Super Bowl is not just the biggest game in sports, but also a major driver of commercial sales.
Q. Who is Courtney Cothren and what is her professional experience related to retail consulting?
A. Courtney Cothren is an associate teaching professor at the University of Missouri’s Robert J. Trulaske, Sr. College of Business, with professional experience that includes retail consulting.
Q. What does the Super Bowl trademark mean for retailers, consumers, and brand strategy?
A. The Super Bowl trademark means that brands must find creative ways to capture the excitement without crossing legal boundaries, which affects their marketing strategy.
Q. Why do retailers avoid saying “Super Bowl” at all?
A. Retailers avoid saying “Super Bowl” because it is a protected trademark, and using it could lead to legal issues.
Q. What can retailers do instead of using the term “Super Bowl”?
A. Retailers can find creative ways to capture the excitement without crossing legal boundaries, such as using related terms or phrases that are not trademarked.
Q. Who is Courtney Cothren’s college of business affiliated with?
A. Courtney Cothren’s college of business is the Robert J. Trulaske, Sr. College of Business at the University of Missouri.
