In honor of Super Bowl LVIII, we bring you LVIII trademarks of the big game (that’s 58 for those of us not versed in Roman Numerals):
The NATIONAL FOOTBALL LEAGUE (I) has been vigorous in protecting its SUPER BOWL (II) brand, including an infamous 2007 cease-and-desist letter to a church. In a more recent example, the NFL (III) opposed four trademark applications by Marc Werblud, an individual in Seattle: SUPERBOWEL SUNDAY (IV), SUPERBOWEL (V), NATIONAL FOOTBOWEL LEAGUE (VI), and NATIONAL FOODBALL LEAGUE (VII) Apparently Werblud did not have the stomach to pursue the matter, and let his gastrointestinal-themed applications be abandoned.
This year, SWIFTIES (VIII) are taking an interest in the gridiron due to the newfound fandom of TAYLOR SWIFT (IX). Though she has become a LOVER (X) of the game, there may be a BLANK SPACE (XI) in the viewing box as she will be half a world away on TAYLOR SWIFT THE ERAS TOUR (XII).
Taylor’s boyfriend, Travis Kelce of Super Bowl contender KANSAS CITY CHIEFS (XIII), said LOOK WHAT YOU MADE ME DO (XIV) and his companies filed new trademark applications last fall. Consumers can anticipate TRAVIS KELCE (XV), ALRIGHT NAH (XVI), KILLATRAV (XVII), and FLIGHT 87 (XVIII) clothing and other goods and services and even KELCE’S KRUNCH (XIX) breakfast cereal and TRAVIS KELCE’S KITCHEN (XX) foods.
Travis is not a stranger to the branding game. Earlier last year – before he joined TAYLOR NATION (XXI) – his company TMK Enterprises filed an application to register TRU KOLORS (XXII), his clothing brand. The company also registered a stylized TK (XXIII) logo in 2020. In April 2023, another Kelce-related company filed an application to register KELCE JAM (XXIV) for his music festival. In 2022, Travis and brother Jason Kelce of the PHILADELPHIA EAGLES (XXV) launched a podcast, NEW HEIGHTS WITH JASON & TRAVIS KELCE (XXVI).
Before we leave the Kelce/Swift juggernaut, it’s worth noting that Pennsylvania native Swift has previously said she is a fan of brother Jason’s EAGLES (XXVII). The Chiefs have other celebrity fans, though, including MORGAN FREEMAN (XXVIII) and TED LASSO (XXIX) actor and creator Jason Sudeikis. (Ted Lasso is full of homages to Sudeikis’ home state of Kansas, like National Women’s Soccer League team KANSAS CITY CURRENT (XXX).) Henry Winkler – known to those of us of a certain age by the now-cancelled trademark THE FONZ (XXXI) – is reportedly a big fan of Chiefs QB Patrick Mahomes, who landed an endorsement deal with HUNT’S (XXXII) ketchup based on his enthusiasm for the condiment.
Lest you think we’ve forgotten the other team, the SAN FRANCISCO 49ERS (XXXIII) also boast of celebrity fans, including rapper SAWEETIE (XXXIV) and HAWKEYE (XXXV) actor Jeremy Renner.
This year’s game will be in Las Vegas AKA SIN CITY (XXXVI, although the city doesn’t own that registration). The NINERS (XXXVII) are using the UNIVERSITY OF NEVADA, LAS VEGAS (XXXVIII) practice field, which reportedly is soggy. The CHIEFS (XXXIX) are at the practice field of the LAS VEGAS RAIDERS (XL). There is no love lost between the RAIDERS (XLI) and either Super Bowl contender.
With the Raiders and Niners, the bad blood (for which T-Swift, incidentally, does not own a registration, but we’ll count it anyway – XLII), runs deep. Back when they were the OAKLAND RAIDERS (XLIII), the crosstown rivalry was so severe that it apparently resulted in violence during a preseason game in 2011. In 2019, when the Raiders were in the process of moving to Las Vegas, the 49ers filed applications to register FAITHFUL TO THE BAY (XLIV), which they claimed was not related to the Raiders leaving the Bay Area.
No matter what, one of the Raiders’ rivals will hoist the VINCE LOMBARDI TROPHY (XLV) at the Raiders’ current home, ALLEGIANT STADIUM (XLVI).
For many, the halftime show – officially named the APPLE MUSIC Super Bowl LVIII Halftime Show (XLVII) – might be the bigger draw. USHER (XLVIII) is headlining, and speculation is rampant about possible surprise guest appearances like SMOKEY ROBINSON (XLIX), BOYZ II MEN (L), ALICIA KEYS (LI), and JUSTIN BIEBER (LII). (As an aside – and to get us closer to the magic number – we’ve previously written about the trademark tussle of Justin’s wife Hailey Bieber over her RHODE (LIII) beauty line. Hailey’s mark has now registered.)
If you find the ads to be the interesting part, this year’s crop of commercials includes the Budweiser CLYDESDALES (LIV) and BOOKING.COM (LV), which the Supreme Court held in 2020 is not generic.
If you don’t want to tune into the game but still want a compelling rivalry, you might be on the ROAD TO PUPPY BOWL (LVI).
WHAT HAPPENS IN VEGAS STAYS IN VEGAS (LVII). But with an event this big, we doubt that. ARE YOU READY FOR SOME FOOTBALL? (LVIII)