LOCAL NEWS
07:37 PM CST on Monday, January 5, 2004
HOUSTON -- With $100 million in sponsorship fees at stake, the NFL is
going to great pains to protect its coveted Super Bowl logo and
likeness. And Houston police will be on guard, asking, "What's in a
name?"
At Arne's Warehouse anything Super Bowl is already a hot seller, but
some shoppers had to change plans when printing up fliers for a company
sales event.
"The printer called and was like, 'Hey, do you have a license?'” said
Marilyn Everington, an Arne’s shopper. ”'Did you talk to the NFL about
using this?', and I was like, 'No,'” said Everington. “Why?, I don’t
know. They're like, 'You can get in major trouble.'"
Because using the Super Bowl logo is a no-no, unless you're selling
products directly from NFL licensed vendors. But there will be plenty of
knockoffs.
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"There are some who will try to profit from all the publicity on this event,” said Arnold Grossman, owner of Arne’s Warehouse. “It happens all the time."
And Houston police will be on the lookout for what's legitimate, and what's not. "We will have plain clothed officers and uniform officers, of course, working all the venues in which Super Bowl acitivities are taking place," said George McKay, of the Houston police major offenders division.
Along with HPD, the NFL will be watching with its own trademark police. It just doesn't apply to the actual Super Bowl logo. According to the NFL, if a company is using the words "Super Bowl" in a commercial context, or to create the impression of an affiliation or relationship with the NFL, it is not permitted without NFL permission.
It's why you're seeing so-called ambush marketing. Miller Lite Beer uses "Super Parties" on its billboards to get around the rules.
"Oh no, we wouldn't play that game," said Grossman. Too risky, the business owner says, not play it by the books.
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