In annual tradition, advertisers cowed by NFL trademark bullying

Every year in late January or early February, two teams take to the field to play a football game that's watched by tens of millions of Americans. And every year, businesses launch ad campaigns to sell a variety of products—televisions, pizzas, soda—in conjunction with the game. And the overwhelming majority of these businesses avoid calling it the "Super Bowl." Why? They're afraid of getting sued by the National Football League, which holds the trademark for the term and polices it aggressively. The NFL takes the position that no one is allowed to use the phrase "Super Bowl" in an advertisement without writing the NFL a big check first. Every year, the league sends cease-and-desist letters to businesses that stray too close to the line.