SBDR: Small Businesses and the Super Bowl
Welcome to the Small Business Rundown. Each day, we bring you stories that impact small business owners and their workforce.
Super Bowl LIV is only a few days away, so today we’re going to kick off by looking at why small businesses need to be careful when using the Big Game in their advertising campaigns. In the second half, we’ll check in with Winona Ryder’s game day ad that highlights Winona, MN and small businesses. Finally, it might seem like a Hail Mary, but Tampa-area small businesses have a shot with contracting with the NFL for next year’s game. Go Team!
Small businesses beware: ‘Super Bowl’ is trademarked
When it comes to protecting the Super Bowl brand, the NFL doesn’t play around. Big and small businesses alike run the risk of having the full weight of the NFL’s legal team come down on them if they use the trademarked term Super Bowl in any advertising or promotional materials. That doesn’t mean that your company can’t use the championship game to drum up business, run promotions or have fun with employees or customers, however. Using terms like “Big Game” is an acceptable way to get your point across without taking a penalty.
The Number: $50 million. Big companies have to pay as much as $50 million to use the phrase “Super Bowl” in their advertising.
The Quote: “They police it about as strongly as someone possibly could police it … they’re protecting their brand.”
Super Bowl LIV ad highlights small town and small business
If you only tune into the game for the ads, don’t miss Squarespace’s ad celebrating Winona Ryder and the small-town entrepreneurs across the country. The down-to-earth ad features the actress “going home” to her namesake town and highlights the importance of the nation’s small businesses.
The Number: 30. The 30-second spot will air between the 1st and 2nd quarters of the game.
The Quote: “I think Winona represents a lot of towns that have a lot going on, and a lot of creative energy and great places. I’m excited to see Squarespace be interested in those small businesses. I just think it’s a really cool project.”
NFL invites Tampa-area small businesses to make a play next year
Hosting the Big Game is a big job…and the NFL is inviting women and minority-owned small businesses the chance to compete for contracts for next year’s game. The NFL’s Business Connect program uses a local host committee “to find and screen companies owned by women, minorities, veterans and LGBT entrepreneurs to provide goods or services needed by Super Bowl contractors.” That’s a touchdown in our book!
The Number: 105. When Tampa hosted the Big Game in 2001, 105 local businesses secured $2.5 million in Super Bowl-related contracts.
The Quote: “Obviously, this is one of the biggest games in the world, so the stakes are much higher and the expectations are much higher. Making sure that our local businesses are prepared and set up for success is something that we will work on during that March to February timeline.”
