Coordinating Marketing with Big Events: Avoid Trademark Issues

Avoid Trademark IssuesThere’s a lot of marketing power in riding on the coattails of popular events. Having a restaurant near the stadium or theater and promoting your business alongside that of the big event can help both interests. Avoid trademark issues and the risks, however.

The Super Bowl Trademark

Super Bowl Sunday offers terrific marketing opportunities but DO NOT  infringe on the trademark. As the most-watched American event with an average audience of more than 100 million viewers, it has become the focus of parties in public restaurants, neighborhood homes, and church halls. Every year the NFL enforces their copyright on the name and threatens to sue to protect their interest. Stories like this one about a church’s use of the term Super Bowl are common.

There is an easy way to sidestep problems. Instead of using the word “Super Bowl,” refer to it in a generic way — such as “The Big Game.” Everyone will know what you are talking about, and you will not be placing yourself in legal jeopardy. To avoid fines, associated events are also promoted using “your football headquarters” or “game day.” (“Super Sunday” is off-limits because it is also trademarked.)

You should also be careful about how you use the term NFL. Any wording implying that you are an NFL Sponsor — when you are not– could get you into legal issues.

If you are a retail store that sells televisions, that means you can’t use a headline such as: “Get your TV now to watch the Super Bowl.”

The Super Bowl is not the only protected brand that offers marketing opportunities but needs to be carefully handled by businesses and nonprofits. Many significant events, celebrities, and products are similar. Associating your product, service, or activity with them allows you to capitalize on their marketing. Just be sensible.

Avoid Trademark Issues – Be Careful About Using the Word “Olympics.”

Groups wanting to celebrate in association with the upcoming Olympic games need to be equally cautious. Marketing in coordination with the Summer or Winter Olympics can be compelling but don’t step on your riding coattails. The Olympic Organizing Committee is very sensitive to infringements, and even generic Olympic-like events can get caught in the net.

That means you can not use the Olympic “rings” in your marketing (unless you are an Olympic sponsor).

I recommend that you look for ways to associate yourself with popular activities but do not undermine or steal their earned returns. Anticipate and research copyrights and respect the limits they impose.

Ride But Don’t Step on Coattails.

As Freakonomics explains in this blog post about the 2012 Summer Olympics, some trademark vigilance seems overly enthusiastic. When they go beyond vigilance in protecting their brand, suggesting they can provide a little humor and even help you market yourself.

Take the time to consider the opportunities and pitfalls of coattail riding as you plan your marketing.

Avoid Trademark Issues

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