Did you catch the Big Game last weekend? Our BL Business Branding series is covering the Super Bowl this week and some surprising trademarks that took the field when the Eagles and the Chiefs battled for the Lombardi trophy (again).
The NFL
When prepping for your Super Bowl party, did you notice that only a select few brands advertised with the “Super Bowl” name and logo on their packaging or in their commercials, while the rest referred to “The Big Game,” “Gameday,” or other general sports terms? That’s because the NFL holds a trademark for the term “Super Bowl” and licenses it for use by selected companies. By carefully choosing who they license to, the NFL maintains a high level of prestige and exclusivity for their brand, bolstering the power of their trademark and the value other companies, such as Anheuser-Busch, see in partnering with the NFL’s brand.
The Philadelphia Eagles
The Super Bowl LIX Champions have a winning trademark strategy. In addition to the typical trademarks you might expect a sports team to have (such as their team name, uniform, logos, etc.), the Eagles have recently filed for several trademarks to lock down the rights to some of their most famous plays. “Brotherly Shove” and “Philly Special” are both registered trademarks of the team, and “Tush Push” is pending at the USPTO. These phrases are synonymous with the modern-day Eagles, and securing these trademarks will allow the team to leverage the recognition they have earned by selling merchandise and licensing their use to select partners that increase their brand’s reach and recognition.
The Kansas City Chiefs
While the Chiefs may have fallen short of their three-peat dreams, their play on their trademarks remains strong. In addition to their team’s basic trademarks (similar to the Eagles), many of KC’s additional marks relate back to the Chief’s fans and the iconic stadium that the team has played in since 1972. “Arrowhead,” “Chiefs Kingdom,” and “The Pavilion at Arrowhead” are all currently active at the USPTO, and many of their registered logos feature their well-known KC Arrowhead design. Drawing on their long history with their fans and historic location through their trademarks gives KC a unique angle to their brand identity.
Kendrick Lamar
Headlined by famous rapper and songwriter Kendrick Lamar, this year’s halftime show drew more viewers than the Super Bowl itself. His trademark? Just that – Kendrick Lamar, his stage name – is registered to himself, Kendrick Lamar Duckworth. By securing the trademark to his name back in 2014, Lamar can control how his name is used and build a specific image. Even for artists who have not reached the mega-stardom of the Pulitzer Prize-winning Lamar, maintaining the right to control how your name is used is a key component to building your brand and controlling your image.
What Can Be Learned From This?
When considering what trademarks you should register for your business, be sure to think beyond the obvious checklist of names and logos. While those are still critical to register, expanding your list to include unique aspects of your identity can help build and protect your brand. By connecting with your audience and your most recognizable features, you can use trademarks to solidify your brand image and create a niche where your business can thrive.
Read more about the Super Bowl Trademark HERE
Have any questions about trademarks for your business? Contact our BL Trademark Team by reaching out to Seth Berenzweig at sberenzweig@berenzweiglaw.com today.