Super Bowl season is almost here, and with it comes big plays, big performances, and big temptation. This year, the action heads to sunny Santa Clara, California, where the New England Patriots and Seattle Seahawks will face off at Levi’s® Stadium in Super Bowl LX on Sunday, February 8, 2026, with kickoff set for 6:30 p.m. ET on NBC and streaming on Peacock.
Fans can look forward to a full day of excitement, capped off by a halftime show led by global superstar Bad Bunny, along with pregame performances from Green Day, Charlie Puth, Brandi Carlile, and Coco Jones.
Between the football, the music, and the commercials, everyone will be talking about the big game. Whether you’re a business owner looking to cash in on the excitement or a die-hard fan with a side hobby for making custom logo’d shirts, cups, banners, or social posts, the hype around the big game can be hard to resist. But before you start printing that “Super Bowl LX Sale” banner or posting Patriots vs. Seahawks graphics, it’s important to know that the NFL plays tough defense when it comes to its trademarks.
The NFL closely guards its trademarks and branding surrounding the Super Bowl and its teams, especially when it comes to advertising and promotional use. Official sponsors invest millions of dollars for the right to associate themselves with the game, and the league consistently enforces its intellectual property rights against unauthorized use.
Think of it as the NFL’s own legal playbook. While the excitement of the Super Bowl is shared by millions, the trademarks tied to it are not free for public use. Businesses and creators who use protected names, logos, or phrases without permission may quickly find themselves facing legal penalties.
Many brands successfully use clever wording and humor each year to connect with fans while staying within legal boundaries.
Super Bowl LX will bring massive attention, energy, and opportunity. But whether you’re running a business campaign or crafting fan merchandise for fun, it’s important to understand the limits of NFL trademarks. A thoughtful approach can help you enjoy the moment without risking legal trouble.
As an entertainment and intellectual property attorney serving clients in New Jersey and Philadelphia, I regularly help businesses and creators navigate advertising and branding issues related to major events such as the Super Bowl.
For guidance on Super Bowl-related promotions, merchandise, or trademark questions, 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 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, is a proud soccer and baseball mom, a certified yoga instructor, and a die-hard Swiftie.
