How the Mother of All Football Games Became the Most Vigilantly Guarded Brand Name in America

The Super Bowl forever altered the world of intellectual property

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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.”

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This story first appeared in the Jan. 28, 2019, issue of Adweek magazine. Click here to subscribe.