Local Company Uses Clever Workaround For Super Bowl Commercial
CHARLOTTE, N.C.--When Eric Fairbanks became Charlotte’s Hungry Howie’s Pizza franchise owner in 2005 everyone used this weekend to help sell TVs, subs, veggies platters and, yes, lots of pizza.
“The Big Game has always been a huge, bright spot in mid-winter for snacks, beer, wine, deli-platters and, of course, pizza. We were the new guys in town and Hungry Howie’s was part of each ‘Super’ weekend, too, with package deals built around that Sunday,” explains Fairbanks.
According to BroadcastLawBlog.com, the NFL now owns at least eight trademark registrations containing the words SUPER BOWL, as well as trademarks for the terms PRO BOWL and even SUPER SUNDAY.
Accordingly, it’s fine to use the term SUPER BOWL in legitimate news stories and in conversations about the game. But that concept does not extend to its commercial use.
Unless your company has paid to license the phrase in conjunction with its advertising, you may get caught by the NFL trademark authorities and face a ‘Super’ fine.
And Fairbanks is cool with that. “We’re pretty sure folks know what we’re talking about.”