Rule attempts to limit Super Bowl advertising

With a 21-14 victory over the Chicago Bears on Sunday, Jan. 23, the Green Bay Packers are heading to the Super Bowl in Dallas, Texas.


Or should I say, they are heading to the “Big Game in North Texas.”

If I was an advertiser, I would be barred from using “Super Bowl” in an ad, without the express permission of the National Football League (NFL).

I’d also be barred from saying any of these words or phrases: “Super Sunday,” “NFL,” “National Football Conference (NFC),” “American Football Conference (AFC),” “Packers,” “Steelers, “Pack” and “Bucs.”

The NFL has trademarked these phrases and words, so federal law gives the NFL the exclusive right to control all marketing associated with the Super Bowl.

Since I’m in the news department, this law doesn’t apply to me. I can say Super Bowl all I want in any news stories. In fact, just to prove a point: Super Bowl, Super Bowl, Super Bowl, Super Bowl, Super Bowl, Super Bowl, Super Bowl, Super Bowl, Super Bowl, Super Bowl, Super Bowl, Super Bowl, Super Bowl, Super Bowl, Super Bowl, Super Bowl, Super Bowl, Super Bowl. And I’ll throw in a Super Sunday for added effect.

But this law affects our advertising salesmen, because many of their advertisers want to tie their business into the game, since that will most likely be the biggest topic on many peoples’ minds for the next few weeks. And for most business owners, it’s a wise move, because if people are talking about it, from a marketing strategy it’s a no-brainer to want to be associated with it.

Restaurants and tavern owners want the business that can be drummed up from peoples’ excitement, and retailers offer many products that can complement the thousands of Super Bowl parties that are likely to occur in Portage County on the night of Sunday, Feb. 5.

Since they are barred from mentioning those words and phrases in any ads, other creative alternatives are needed. Fortunately, the Wisconsin Newspaper Association (WNA) has come up with such a list. Among the WNA’s recommendations are “the Big Game in North Texas” and “the football championship game.”

Advertisers are also urged to use the date of the game, the names of the teams home cities, and generic football pictures and graphics to make their association with. And here’s my suggestion, “the Tremendous Pastime Played with a Pigskin Ball Match Featuring the Two Best Teams in Two Different U.S. Conferences.”

While most people probably won’t notice the lack of true NFL references in the ads, many will have no problem determining their connection to the Super Sunday Super Bowl. Thanks to many of these creative alternatives.