The Do’s and Don’ts of Using “Super Bowl” in Your Marketing

If you are planning promotions around the big football game, it is important to understand that “Super Bowl” is a trademarked term owned by the NFL. Because of this, businesses need to be thoughtful about how they reference the event in marketing materials such as flyers, emails, websites, and social media posts.

In general, businesses should avoid using “Super Bowl” in any content that is meant to promote a sale, special, or event unless they are an official NFL sponsor. This includes email subject lines, social media captions, printed signage, website banners, and promotional graphics. Trademark rules apply to businesses of all sizes, and many platforms automatically scan content for protected terms.

A safer approach is to use alternative phrases that clearly communicate the occasion without using the trademarked name. Common options include “The Big Game,” “Game Day Specials,” “Championship Sunday,” or “Football’s Biggest Night.” These phrases are widely accepted and allow businesses to market confidently while staying compliant.

There are limited situations where referencing the Super Bowl may be acceptable. Editorial or informational content, such as a blog post or news-style update, can sometimes mention the game as long as it is not tied directly to a promotion or call to action. Once the reference is connected to a discount, special offer, or event, it becomes promotional and should be avoided.

It is also important to remember that trademark concerns go beyond written copy. Hashtags, graphics, and visuals can create issues if they reference the Super Bowl by name or include NFL or team logos. Paid advertising requires extra caution, as ad platforms are more likely to flag or reject promotions that use trademarked terms. Reviewing language before launching ads can help avoid delays or rejected campaigns.

While it may be tempting to take the risk just once, using trademarked language without permission can lead to unnecessary problems. A small wording change can help protect your business while still clearly communicating your game-day plans.

The bottom line is simple. If you are not an official NFL partner, it is best to avoid using the term “Super Bowl” in promotional marketing. Creative alternatives like “The Big Game” communicate your message just as clearly and help you avoid potential legal issues.