How the mother of all football games became the most vigilantly guarded brand name in America.
One of the most important plays in football history was made on March 7, 1969, though it didn’t take place on a field anywhere. It happened at the U.S. Patent and Trademark Office, where the claims examiners received registration No. 882283 from an office at 345 Park Ave. in New York: The National Football League was applying for a trademark for the term “Super Bowl.”
Nine months later, the NFL got its trademark—and the world of intellectual property has never been the same. The Super Bowl is, of course, a very important football game. But for the NFL, and for companies that can afford its advertising and sponsorship rates, the Super Bowl is something more. It’s a brand. An imperious, monumental, profitable brand: By one estimate, the value of “Super Bowl” the brand stood at $663 million in 2017.
This story is from the January 28, 2019 edition of ADWEEK.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
Already a subscriber ? Sign In
This story is from the January 28, 2019 edition of ADWEEK.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
Already a subscriber? Sign In
News Anchor Of The Year Megyn Kelly
From Trump to ailes, the fox news personality fearlessly faces off with the powers that be—and ends up crushing the cable ratings race.
The Big Bang
Global consultancies are rocking the agency world, creating a new universe of offerings that meld marketing and technology.
DROGA5
Using the fingers on just one hand, David Droga argues, you can count the number of agencies that possess a “strong soul.”
Ogily
When it comes to leadership changes, 2016 will be remembered as a time of disruption.
The Myth of White Space
'Brands have to stand out in an obvious crowd—not stand alone in an unusual spot that no one cares about.'
Brand Phelps
Can the greatest olympian in history be as dominant out of the pool as he was in it?
Masters Of Their Domain
WHY DIGITAL BRANDS ARE KILLING IT IN ECOMMERCE. BY LAUREN JOHNSON
Winners' Playbook
BRANDS OFTEN FIND THAT WHEN THEY AIM TO DO GOOD, THEY ALSO END UP DOING WELL. HERE ARE FOUR RULES TO KEEP IN MIND. BY DAN TYNAN
Meet The New Broadcast TV Chiefs
After taking over last fall at ABC, FOX, and NBC, these four execs are ready to reveal their strategies.
Marketing Needs To Be Inclusive
Diversity efforts must be authentic and go further than checking off a box.
