Time for the “Big Game” (psst… that means the Super Bowl)

Super Bowl

Ah, it’s that time of year again already. The air is crisp, anticipation is high and marketers across America are trying to say “Super Bowl” without saying “Super Bowl.” It’s a time-honored ritual to skirt trademark law. Only the official sponsors of the NFL can use the trademarked phrase, “Super Bowl” their marketing and advertising. Even if you’re spending millions of dollars for a Super Bowl ad this Sunday, you can’t say “Super Bowl” unless you’re an official sponsor. (of course, this doesn’t mean that there aren’t a ton of violations – companies using “Super Bowl” in their promotions)

So, what are we to do? Well, come up with clever euphemisms for the Super Bowl, of course. Here are some of the ones I’ve heard (or been forced to use) in the past:

  • The Big Game (The most popular one. At one point, the NFL considered trademarking this, too.)
  • The Big Football Game
  • The Professional Football Championship
  • The Football Championship Game
  • Sunday’s Game
  • Super Sunday
  • The Greatest Sunday in Sports

Let me know if you see any other awesome euphemisms for the Super Bowl. Enjoy this one from Costco’s home page.

 

Costco Ad

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2 Responses so far »

  1. 1

    Wolfy said,

    It doesn’t make sense to me to horde the name like that. But then I don’t watch the super bowl.

    -M

    • 2

      Mike McDowell said,

      Yeah, I know what you mean. I can understand wanting their sponsors to maintain exclusive association with them. But, when an event is a cultural mainstay (regardless of if you watch it or not, it is) it seems like it should be fair game.


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