{"id":4403364,"date":"2024-02-10T08:00:00","date_gmt":"2024-02-10T13:00:00","guid":{"rendered":"https:\/\/www.olartemoure.com\/?p=4403364"},"modified":"2024-02-10T22:45:35","modified_gmt":"2024-02-11T03:45:35","slug":"trademarks-101-super-bowl-exclusivity","status":"publish","type":"post","link":"https:\/\/olartemoure.com\/en\/trademarks-101-super-bowl-exclusivity\/","title":{"rendered":"Infographic | Trademarks 101: super bowl exclusivity"},"content":{"rendered":"

[et_pb_section fb_built=”1″ admin_label=”section” _builder_version=”4.16″ global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_row admin_label=”row” _builder_version=”4.24.0″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” hover_enabled=”0″ global_colors_info=”{}” theme_builder_area=”post_content” width=”100%” sticky_enabled=”0″][et_pb_column type=”4_4″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||” theme_builder_area=”post_content”][et_pb_blurb image=”https:\/\/www.olartemoure.com\/wp-content\/uploads\/2024\/02\/football.png” _builder_version=”4.24.0″ _module_preset=”default” theme_builder_area=”post_content” alt=”football” title_text=”football” image_icon_width=”70%” body_font_size=”1.2em” body_line_height=”1.5em” hover_enabled=”0″ sticky_enabled=”0″]<\/p>\n

Arguably the most important sports event in the U.S.A., the Super Bowl<\/strong> moves billions of dollars, mainly through advertising.<\/p>\n

The National Football League (NFL)<\/strong>, organizers of the event, have created and grown the brand of the Super Bowl to what it is today.<\/p>\n

[\/et_pb_blurb][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”row” _builder_version=”4.24.0″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” hover_enabled=”0″ global_colors_info=”{}” theme_builder_area=”post_content” width=”100%” sticky_enabled=”0″ background_color=”#003366″][et_pb_column type=”4_4″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||” theme_builder_area=”post_content”][et_pb_image src=”https:\/\/www.olartemoure.com\/wp-content\/uploads\/2024\/02\/trademark.png” _builder_version=”4.24.0″ _module_preset=”default” theme_builder_area=”post_content” alt=”trademark” title_text=”trademark” align=”right” width=”40%” transform_translate_linked=”off” transform_translate=”4em|0px” hover_enabled=”0″ sticky_enabled=”0″ width_last_edited=”on|phone” width_tablet=”45%” width_phone=”50%” transform_styles_last_edited=”on|phone” transform_scale_last_edited=”on|tablet” transform_translate_last_edited=”on|phone” transform_rotate_last_edited=”on|tablet” transform_skew_last_edited=”on|tablet” transform_origin_last_edited=”on|tablet” transform_translate_phone=”2em|0px” transform_translate_tablet=”4em|0px”][\/et_pb_image][et_pb_text _builder_version=”4.24.0″ _module_preset=”default” theme_builder_area=”post_content” text_font=”|800||on|||||” text_text_color=”#FFFFFF” text_font_size=”3em” text_line_height=”1.3em” custom_margin=”||0px|2em|false|false” hover_enabled=”0″ sticky_enabled=”0″ custom_margin_last_edited=”on|phone” custom_margin_tablet=”||0px|1em|false|false” custom_margin_phone=”|||0.3em|false|false” text_font_size_last_edited=”on|phone” text_font_size_phone=”2.5em” content_last_edited=”on|phone” content_phone=”<\/p>\n

THE
\nSUPER BOWL
\nTRADEMARK<\/h2>\n

” text_font_size_tablet=”3em” content_tablet=”<\/p>\n

THE
\nSUPER BOWL
\nTRADEMARK<\/h2>\n

“]<\/p>\n

THE
\nSUPER BOWL
\nTRADEMARK<\/h2>\n

[\/et_pb_text][et_pb_divider _builder_version=”4.24.0″ _module_preset=”default” theme_builder_area=”post_content” color=”#FFFFFF” divider_weight=”20px” width=”25%” custom_margin=”|||6em|false|false” hover_enabled=”0″ sticky_enabled=”0″ custom_margin_last_edited=”on|tablet” custom_margin_tablet=”|||3em|false|false” width_last_edited=”on|phone” width_tablet=”34%” divider_weight_last_edited=”on|tablet” divider_weight_tablet=”15px” custom_margin_phone=”|||1em|false|false” width_phone=”56%” divider_weight_phone=”15px”][\/et_pb_divider][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”row” _builder_version=”4.24.0″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” hover_enabled=”0″ global_colors_info=”{}” theme_builder_area=”post_content” width=”100%” sticky_enabled=”0″ background_enable_color=”off”][et_pb_column type=”4_4″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||” theme_builder_area=”post_content”][et_pb_text _builder_version=”4.24.0″ _module_preset=”default” theme_builder_area=”post_content” text_font=”|800||on|||||” text_font_size=”3em” text_line_height=”1.3em” custom_margin=”1em||||false|false” hover_enabled=”0″ sticky_enabled=”0″ custom_margin_last_edited=”off|desktop” custom_margin_tablet=”||0px|1em|false|false” custom_margin_phone=”|||0.3em|false|false” text_font_size_last_edited=”on|phone” text_font_size_phone=”2.5em” text_orientation=”right” text_text_color=”#f1f1f1″ text_font_size_tablet=”3em”]<\/p>\n

in 1969<\/h3>\n

[\/et_pb_text][et_pb_text _builder_version=”4.24.0″ _module_preset=”default” theme_builder_area=”post_content” hover_enabled=”0″ sticky_enabled=”0″ text_font_size=”1.2em” text_line_height=”1.5em” custom_padding=”|||0.6em|false|false” border_color_left=”#003366″ border_width_left=”0.7em”]<\/p>\n

In 1969, the NFL trademarked \u201cSuper Bowl\u201d. Since then, it has made a conscious effort to enforce this trademark.<\/p>\n

Even small businesses that have used \u201cSuper Bowl\u201d<\/strong> to advertise watch-parties, have received cease and desist letters from NFL lawyers.<\/p>\n

[\/et_pb_text][et_pb_blurb image=”https:\/\/www.olartemoure.com\/wp-content\/uploads\/2024\/02\/shield.png” _builder_version=”4.24.0″ _module_preset=”default” theme_builder_area=”post_content” body_font=”|800|||||||” body_text_color=”#FFFFFF” body_font_size=”1.5em” body_line_height=”2em” alt=”shield” title_text=”shield” icon_placement=”left” image_icon_width=”110px” hover_enabled=”0″ sticky_enabled=”0″ body_font_size_last_edited=”on|phone” body_font_size_phone=”1.2em” body_font_size_tablet=”1.5em”]<\/p>\n

In 1969, the NFL trademarked \u201cSuper Bowl\u201d.<\/span><\/p>\n

[\/et_pb_blurb][et_pb_text _builder_version=”4.24.0″ _module_preset=”default” theme_builder_area=”post_content” hover_enabled=”0″ sticky_enabled=”0″ text_font_size=”1.2em” text_line_height=”1.5em” custom_padding=”|||0.6em|false|false” border_color_left=”#003366″ border_width_left=”0.7em”]<\/p>\n

Famous cases include that of 2007, when the NFL sent a cease-and-desist letter to a church in Indianapolis<\/strong>, where they were charging 3 USD to watch the event in the church and were using the term \u201cSuper Bowl\u201d to advertise it.<\/p>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”row” _builder_version=”4.24.0″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” hover_enabled=”0″ global_colors_info=”{}” theme_builder_area=”post_content” width=”100%” sticky_enabled=”0″ background_color=”#003366″][et_pb_column type=”4_4″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||” theme_builder_area=”post_content”][et_pb_image src=”https:\/\/www.olartemoure.com\/wp-content\/uploads\/2024\/02\/stars.png” _builder_version=”4.24.0″ _module_preset=”default” theme_builder_area=”post_content” alt=”stars” title_text=”stars” align=”right” width=”40%” transform_translate_linked=”off” transform_translate=”4em|0px” hover_enabled=”0″ sticky_enabled=”0″ width_last_edited=”on|phone” width_tablet=”45%” width_phone=”50%” transform_styles_last_edited=”on|phone” transform_scale_last_edited=”on|tablet” transform_translate_last_edited=”on|phone” transform_rotate_last_edited=”on|tablet” transform_skew_last_edited=”on|tablet” transform_origin_last_edited=”on|tablet” transform_translate_phone=”2em|0px” transform_translate_tablet=”4em|0px”][\/et_pb_image][et_pb_text _builder_version=”4.24.0″ _module_preset=”default” theme_builder_area=”post_content” text_font=”|800||on|||||” text_text_color=”#FFFFFF” text_font_size=”3em” text_line_height=”1.3em” custom_margin=”||0px|2em|false|false” hover_enabled=”0″ sticky_enabled=”0″ custom_margin_last_edited=”on|phone” custom_margin_tablet=”||0px|1em|false|false” custom_margin_phone=”|||0.3em|false|false” text_font_size_last_edited=”on|phone” text_font_size_phone=”2.5em” content_last_edited=”on|phone” content_phone=”<\/p>\n

protecting
\nthe brand’s
\nreputation<\/h2>\n

” text_font_size_tablet=”3em” content_tablet=”<\/p>\n

protecting
\nthe brand’s
\nreputation<\/h2>\n

“]<\/p>\n

protecting
\nthe brand’s
\nreputation<\/h2>\n

[\/et_pb_text][et_pb_divider _builder_version=”4.24.0″ _module_preset=”default” theme_builder_area=”post_content” color=”#FFFFFF” divider_weight=”20px” width=”25%” custom_margin=”|||6em|false|false” hover_enabled=”0″ sticky_enabled=”0″ custom_margin_last_edited=”on|tablet” custom_margin_tablet=”|||3em|false|false” width_last_edited=”on|phone” width_tablet=”34%” divider_weight_last_edited=”on|tablet” divider_weight_tablet=”15px” custom_margin_phone=”|||1em|false|false” width_phone=”56%” divider_weight_phone=”15px”][\/et_pb_divider][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”row” _builder_version=”4.24.0″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” hover_enabled=”0″ global_colors_info=”{}” theme_builder_area=”post_content” width=”100%” sticky_enabled=”0″ background_enable_color=”off”][et_pb_column type=”4_4″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||” theme_builder_area=”post_content”][et_pb_text _builder_version=”4.24.0″ _module_preset=”default” theme_builder_area=”post_content” text_font=”|800||on|||||” text_font_size=”3em” text_line_height=”1.3em” custom_margin=”1em||||false|false” hover_enabled=”0″ sticky_enabled=”0″ custom_margin_last_edited=”off|desktop” custom_margin_tablet=”||0px|1em|false|false” custom_margin_phone=”|||0.3em|false|false” text_font_size_last_edited=”on|phone” text_font_size_phone=”2.5em” text_orientation=”right” text_text_color=”#f1f1f1″ text_font_size_tablet=”3em”]<\/p>\n

use of the
\n“super bowl”<\/h3>\n

[\/et_pb_text][et_pb_text _builder_version=”4.24.0″ _module_preset=”default” theme_builder_area=”post_content” hover_enabled=”0″ sticky_enabled=”0″ text_font_size=”1.2em” text_line_height=”1.5em” custom_padding=”|||0.6em|false|false” border_color_left=”#003366″ border_width_left=”0.7em”]<\/p>\n

The NFL argues that using \u201cSuper Bowl\u201d or any of the items protected by the NFL<\/strong>, might make consumers assume that that they are endorsing said events or products, when that is not the case.<\/p>\n

Critics highlight that not many people believe a small bar, holding a \u201cSuper Bowl\u201d watch-party<\/strong>, is sponsored by the NFL.<\/p>\n

[\/et_pb_text][et_pb_blurb image=”https:\/\/www.olartemoure.com\/wp-content\/uploads\/2024\/02\/alert.png” _builder_version=”4.24.0″ _module_preset=”default” theme_builder_area=”post_content” body_font=”|800|||||||” body_text_color=”#FFFFFF” body_font_size=”1.5em” body_line_height=”2em” alt=”alert” title_text=”alert” icon_placement=”left” image_icon_width=”150px” hover_enabled=”0″ sticky_enabled=”0″ body_font_size_last_edited=”on|phone” body_font_size_phone=”1.2em” content_max_width=”80%” content_max_width_last_edited=”on|phone” content_max_width_tablet=”82%” content_max_width_phone=”100%” image_icon_width_last_edited=”on|phone” image_icon_width_phone=”120px” body_font_size_tablet=”1.5em” image_icon_width_tablet=”150px”]<\/p>\n

In any case, it could imply illegal ambush marketing and free ride over the mark’s reputation<\/span><\/p>\n

[\/et_pb_blurb][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”row” _builder_version=”4.24.0″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” hover_enabled=”0″ global_colors_info=”{}” theme_builder_area=”post_content” width=”100%” sticky_enabled=”0″ background_color=”#003366″][et_pb_column type=”4_4″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||” theme_builder_area=”post_content”][et_pb_image src=”https:\/\/www.olartemoure.com\/wp-content\/uploads\/2024\/02\/trophee.png” _builder_version=”4.24.0″ _module_preset=”default” theme_builder_area=”post_content” alt=”trophee” title_text=”trophee” align=”right” width=”40%” transform_translate_linked=”off” transform_translate=”4em|0px” hover_enabled=”0″ sticky_enabled=”0″ width_last_edited=”on|phone” width_tablet=”45%” width_phone=”50%” transform_styles_last_edited=”on|phone” transform_scale_last_edited=”on|tablet” transform_translate_last_edited=”on|phone” transform_rotate_last_edited=”on|tablet” transform_skew_last_edited=”on|tablet” transform_origin_last_edited=”on|tablet” transform_translate_phone=”2em|0px” transform_translate_tablet=”4em|0px”][\/et_pb_image][et_pb_text _builder_version=”4.24.0″ _module_preset=”default” theme_builder_area=”post_content” text_font=”|800||on|||||” text_text_color=”#FFFFFF” text_font_size=”3em” text_line_height=”1.3em” custom_margin=”||0px|2em|false|false” hover_enabled=”0″ sticky_enabled=”0″ custom_margin_last_edited=”on|phone” custom_margin_tablet=”||0px|1em|false|false” custom_margin_phone=”|||0.3em|false|false” text_font_size_last_edited=”on|phone” text_font_size_phone=”2.5em” content_last_edited=”on|phone” content_phone=”<\/p>\n

using %22big game%22 as an alternative<\/h2>\n

” text_font_size_tablet=”3em” content_tablet=”<\/p>\n

using %22big game%22
\nas an alternative<\/h2>\n

“]<\/p>\n

using “big game”
\nas an alternative<\/h2>\n

[\/et_pb_text][et_pb_divider _builder_version=”4.24.0″ _module_preset=”default” theme_builder_area=”post_content” color=”#FFFFFF” divider_weight=”20px” width=”35%” custom_margin=”|||6em|false|false” hover_enabled=”0″ sticky_enabled=”0″ custom_margin_last_edited=”on|tablet” custom_margin_tablet=”|||3em|false|false” width_last_edited=”on|phone” width_tablet=”50%” divider_weight_last_edited=”on|tablet” divider_weight_tablet=”15px” custom_margin_phone=”|||1em|false|false” width_phone=”55%” divider_weight_phone=”15px”][\/et_pb_divider][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”row” _builder_version=”4.24.0″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” hover_enabled=”0″ global_colors_info=”{}” theme_builder_area=”post_content” width=”100%” sticky_enabled=”0″ background_enable_color=”off”][et_pb_column type=”4_4″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||” theme_builder_area=”post_content”][et_pb_text _builder_version=”4.24.0″ _module_preset=”default” theme_builder_area=”post_content” text_font=”|800||on|||||” text_font_size=”3em” text_line_height=”1.3em” custom_margin=”1em||||false|false” hover_enabled=”0″ sticky_enabled=”0″ custom_margin_last_edited=”off|desktop” custom_margin_tablet=”||0px|1em|false|false” custom_margin_phone=”|||0.3em|false|false” text_font_size_last_edited=”on|phone” text_font_size_phone=”2.5em” text_orientation=”right” text_text_color=”#f1f1f1″ text_font_size_tablet=”3em”]<\/p>\n

the “big game”<\/h3>\n

[\/et_pb_text][et_pb_text _builder_version=”4.24.0″ _module_preset=”default” theme_builder_area=”post_content” hover_enabled=”0″ sticky_enabled=”0″ text_font_size=”1.2em” text_line_height=”1.5em” custom_padding=”|||0.6em|false|false” border_color_left=”#003366″ border_width_left=”0.7em”]<\/p>\n

This strong enforcement of the \u201cSuper Bowl\u201d<\/strong> trademark has made smaller businesses refer to this event as the \u201cBig Game\u201d<\/strong>, to avoid any legal repercussions.<\/p>\n

[\/et_pb_text][et_pb_blurb image=”https:\/\/www.olartemoure.com\/wp-content\/uploads\/2024\/02\/contract.png” _builder_version=”4.24.0″ _module_preset=”default” theme_builder_area=”post_content” body_font=”|800|||||||” body_text_color=”#FFFFFF” body_font_size=”1.5em” body_line_height=”2em” alt=”contract” title_text=”contract” icon_placement=”left” image_icon_width=”150px” hover_enabled=”0″ sticky_enabled=”0″ body_font_size_last_edited=”on|phone” body_font_size_phone=”1.2em” content_max_width=”70%” content_max_width_last_edited=”on|phone” content_max_width_tablet=”82%” content_max_width_phone=”100%” image_icon_width_last_edited=”on|phone” image_icon_width_phone=”120px” body_font_size_tablet=”1.5em” image_icon_width_tablet=”150px”]The \u201cBig Game\u201d, to avoid any legal repercussions.<\/span>[\/et_pb_blurb][et_pb_text _builder_version=”4.24.0″ _module_preset=”default” theme_builder_area=”post_content” text_font=”|800|||||||” text_text_color=”#003366″ text_font_size=”2em” text_line_height=”1.5em” hover_enabled=”0″ sticky_enabled=”0″]<\/p>\n

Our Experts<\/p>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.24.0″ _module_preset=”default” theme_builder_area=”post_content” column_structure=”1_2,1_2″ width=”100%” custom_css_main_element_last_edited=”on|phone” hover_enabled=”0″ sticky_enabled=”0″ custom_css_main_element_tablet=”display:flex;” custom_css_main_element_phone=”display:block;”][et_pb_column _builder_version=”4.24.0″ _module_preset=”default” type=”1_2″ theme_builder_area=”post_content”][et_pb_blurb title=”Mar\u00eda A. Pava” image=”https:\/\/www.olartemoure.com\/wp-content\/uploads\/2018\/01\/MAP.png” _builder_version=”4.24.0″ _module_preset=”default” theme_builder_area=”post_content” hover_enabled=”0″ sticky_enabled=”0″ alt=”Maria Alejandra Pava” title_text=”MAP” link_option_url=”https:\/\/www.olartemoure.com\/en\/team\/maria-pava\/” link_option_url_new_window=”on” icon_placement=”left” image_icon_width=”90px” header_font=”|700|||||||” header_text_color=”#003366″ header_font_size=”1.01em” body_font_size=”1.1em” body_line_height=”1.6em” content_max_width=”100%”]<\/p>\n

Partner |
Trademarks Director<\/p>\n

[\/et_pb_blurb][\/et_pb_column][et_pb_column _builder_version=”4.24.0″ _module_preset=”default” type=”1_2″ theme_builder_area=”post_content”][et_pb_blurb title=”Luciana Moreno” image=”https:\/\/www.olartemoure.com\/wp-content\/uploads\/2022\/12\/LMM.png” _builder_version=”4.24.0″ _module_preset=”default” theme_builder_area=”post_content” hover_enabled=”0″ sticky_enabled=”0″ alt=”Luciana Moreno” title_text=”LMM” link_option_url=”https:\/\/www.olartemoure.com\/en\/team\/luciana-moreno\/” link_option_url_new_window=”on” icon_placement=”left” image_icon_width=”90px” header_font=”|700|||||||” header_text_color=”#003366″ header_font_size=”1.01em” body_font_size=”1.1em” body_line_height=”1.6em” content_max_width=”100%”]<\/p>\n

Trademarks
Leader<\/p>\n

[\/et_pb_blurb][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":"

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