Super Bowl 2024 Commercials: Here’s Why Brands Can’t Use the Term ‘Super Bowl’ in Their Ads

We have only six days left for Super Bowl LVIII! The event will be historic, thrilling, and star-studded, so Super Bowl commercials are being tailored to it. Surprisingly, it emerges that brands can’t use the term “Super Bowl” in their ads.

The Super Bowl is a monumental event. Last year’s viewership broke a record for American television with an estimated 113.06 million viewers tuning in to watch the Super Bowl on television. As it brings a large audience to their TV sets, it is a golden opportunity for advertisers. But there are some restrictions for them to follow.

Super Bowl commercials: The inside story

The Super Bowl LVIII is approaching, and many advertisers and brands are looking to take advantage of this moment to promote their products or services. However, these Super Bowl ads usually cover football themes, and not precisely “Super Bowl.” This is because the NFL has restricted them from using the term “Super Bowl” with a trademark that they obtained in 1966.

The league takes strict measures to prevent commercial activity from using “Super Bowl.” They even send cease-and-desist letters to businesses and churches that include the name in their promotions. These trademark-related requirements play a crucial role in maintaining the event’s integrity.

The significant advertising costs for Super Bowl commercials would be challenging to justify if everyone could use the game’s name and trademark terms for promotional purposes. Additionally, the NFL has trademarked phrases such as “Super Sunday,” “Back to Football,” “Gameday,” and “1st and GOAL.”

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Furthermore, they have restricted the use of specific teams’ names, football players’ names, NFL logos, and team logos.

What else should you know about Super Bowl commercials?

Over 100 million viewers will watch this season’s Super Bowl LVIII. More than 40 brands and 15 movie trailers will be broadcast during the Super Bowl event. Brands like Apartments.com, Budweiser, Doritos, State Farm, Squarespace, United Airlines, DoorDash, e.l.f. Cosmetics, Hellmann’s, Mountain Dew, Starry, Etsy, Volkswagen, Snickers, and Pepsi will advertise their products or services with many popular advertisements.

It is also reported that a 30-second ad during the game this time will cost around $4.5 million to $7 million. The Super Bowl will kick off at 6:30 p.m. ET. For the first time, it will broadcast on two different formats: CBS (carrying the traditional broadcast), and Nickelodeon (carrying the family-friendly telecast).

So, are you ready for one of the most significant events ever?

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