Picture the NFL’s biggest showdown, in one of the most vibrant cities in the world, inviting a Pulitzer Prize-winning rapper to headline the halftime show, and adding the electric atmosphere of a Super Bowl rematch. What do you get? Super Bowl LIX’s unmatched spectacle.
The highly anticipated event will see the AFC champion Kansas City Chiefs face off against the NFC champion Philadelphia Eagles in a thrilling rematch of Super Bowl LVII. This year, the action unfolds at Caesars Superdome in New Orleans on Sunday, February 9, at 6:30 p.m. ET.
While the game itself promises to be unforgettable, fans are just as excited for Kendrick Lamar’s highly anticipated halftime show. The acclaimed rapper will take center stage once again, bringing his dynamic energy and lyrical brilliance to one of the world’s biggest entertainment events. Adding to the New Orleans flavor, Grammy-winning musician Jon Batiste will also be part of the festivities kicking off the event singing the National Anthem.
Of course, commercials are always a highlight, but we can’t WAIT to see what Lamar delivers in his electrifying performance. Will we get a mix of his classic hits, or will he surprise us with something brand new?
Either way, we’ll be on our feet (and our family will be cheering for the Eagles – GO BIRDS!).
All fun aside, my annual Super Bowl trademark advisory remains the same. The NFL maintains strict control over its trademarks, and this year is no different. Sponsors pay millions to be officially associated with America’s biggest football game, making Super Bowl sponsorships a massive revenue driver. The league rigorously enforces its intellectual property rights, swiftly addressing any unauthorized usage with legal action.
However, there are ways for non-sponsors to reference the excitement of the Super Bowl in their marketing without violating trademark laws. The key is understanding the “dos” and “don’ts.”
🚫 Use Super Bowl, Super Sunday, or team names/logos in promotional materials
🚫 Say “Come get your Super Bowl LIX special at Joe Smith’s motorcycle dealership”
🚫 Use official NFL branding in ads or promotions
✅ Use city names instead of team names (e.g., “Come get your Kansas City special!”)
✅ Congratulate teams with general messages (e.g., “Joe Smith’s dealership wishes Philadelphia good luck in the big game!”)
✅ Get creative! Many brands have successfully made fun of the fact that they can’t say “Super Bowl” in their advertising.
Businesses that aren’t official sponsors must be cautious when tying their marketing to the Super Bowl. But with a little creativity and legal guidance, they can still have fun while avoiding trademark infringement.
As an intellectual property attorney in New Jersey and Philadelphia focused on protecting brands, I’ll leave you with one final thought: Go Taylor Swift! (And Travis, too.)
If you need guidance on Super Bowl-related advertising, contact Carrie Ward at (856) 354-7700 or cward@earpcohn.com.
Carrie Ward is an entertainment and intellectual property shareholder at Earp Cohn, P.C. with a passion for advocacy, creativity, and empowerment. Her clientele spans across media group owners, broadcasters, podcasters, actors, filmmakers, musicians, and startup entrepreneurs. With a focus on protecting trademarks and copyrights, Carrie assists clients in day-to-day operations, from contract drafting to regulatory compliance in advertising content. She is also an Adjunct Professor at Saint Joseph’s University teaching a class on Music and Entertainment Law and the Business of Recorded Music. Carrie resides in New Jersey with her husband and two young sons and is a proud soccer and baseball mom along with a certified yoga instructor and die-hard Swiftie.
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