{"id":37429,"date":"2026-10-16T08:30:00","date_gmt":"2026-10-16T06:30:00","guid":{"rendered":"https:\/\/kpw.law\/?p=37429"},"modified":"2026-10-14T21:29:33","modified_gmt":"2026-10-14T19:29:33","slug":"super-bowl-and-event-names-as-trademarks","status":"publish","type":"post","link":"https:\/\/kpw.law\/en\/super-bowl-and-event-names-as-trademarks\/","title":{"rendered":"Super Bowl and Event Names as Trademarks"},"content":{"rendered":"\n<div class=\"wp-block-group alignfull v4-pattern-hero v4-pattern-hero--post is-style-background-blend is-style-arrow has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n<div class=\"wp-block-cover alignfull v4-pattern-hero__cover\" style=\"padding-top:var(--wp--preset--spacing--80);padding-bottom:var(--wp--preset--spacing--80);min-height:75vh;aspect-ratio:unset;\"><img data-dominant-color=\"4f84be\" data-has-transparency=\"false\" style=\"--dominant-color: #4f84be;\" loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" sizes=\"auto, 100vw\" class=\"wp-block-cover__image-background wp-image-37427 size-large not-transparent\" alt=\"Super Bowl und Eventnamen als Marke, Eventmarke, Unterscheidungskraft, Markenrecht, Rechtsanwalt\" src=\"https:\/\/kpw.law\/wp-content\/uploads\/Super-Bowl-und-Eventnamen-als-Marke-1024x576.avif\" data-object-fit=\"cover\" srcset=\"https:\/\/kpw.law\/wp-content\/uploads\/Super-Bowl-und-Eventnamen-als-Marke-1024x576.avif 1024w, https:\/\/kpw.law\/wp-content\/uploads\/Super-Bowl-und-Eventnamen-als-Marke-300x169.avif 300w, https:\/\/kpw.law\/wp-content\/uploads\/Super-Bowl-und-Eventnamen-als-Marke-768x432.avif 768w, https:\/\/kpw.law\/wp-content\/uploads\/Super-Bowl-und-Eventnamen-als-Marke-1536x864.avif 1536w, https:\/\/kpw.law\/wp-content\/uploads\/Super-Bowl-und-Eventnamen-als-Marke-2048x1152.avif 2048w\" \/><span aria-hidden=\"true\" class=\"wp-block-cover__background has-base-background-color has-background-dim-0 has-background-dim\"><\/span><div class=\"wp-block-cover__inner-container has-global-padding is-layout-constrained wp-block-cover-is-layout-constrained\">\n<div style=\"height:5em\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-group alignwide has-global-padding is-content-justification-left is-layout-constrained wp-container-core-group-is-layout-97ba1214 wp-block-group-is-layout-constrained\" style=\"margin-top:0;margin-bottom:var(--wp--preset--spacing--80);padding-top:var(--wp--preset--spacing--60)\">\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-container-core-group-is-layout-a6a2a725 wp-block-group-is-layout-constrained\">\r\n<h1 id=\"multirow-headline-block_7e8f3ab1a51302a9fcd3d34abfeccece\" class=\"wp-block-visual4-multirow-headline\">\r\n    <div class=\"wp-block-visual4-multirow-headline\">\n\n<p class=\"has-gigantic-font-size wp-block-paragraph\" style=\"margin-top:0;margin-bottom:0;margin-left:0%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:1;text-transform:uppercase\">Super Bowl<\/p>\n\n\n\n<p class=\"has-text-align-left has-huge-font-size wp-block-paragraph\" style=\"margin-top:0;margin-right:0;margin-bottom:0;margin-left:15%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:1;text-transform:uppercase\">and event names as<\/p>\n\n\n\n<p class=\"has-contrast-color has-text-color has-link-color has-gigantic-font-size wp-elements-1 wp-block-paragraph\" style=\"margin-top:0;margin-bottom:0;margin-left:0%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:1;text-transform:uppercase\"><span class=\"v4-marker-highlight-background\">trademark<\/span>.<\/p>\n\n<\/div> \r\n<\/h1>\n\n\n<div class=\"wp-block-group has-small-font-size is-nowrap is-layout-flex wp-container-core-group-is-layout-878d3859 wp-block-group-is-layout-flex\" style=\"margin-top:var(--wp--preset--spacing--20);margin-bottom:0;padding-top:0;padding-bottom:0;font-style:italic;font-weight:300;text-transform:uppercase\"><div style=\"font-style:italic;font-weight:300;text-transform:uppercase\" class=\"wp-block-post-date has-small-font-size\"><time datetime=\"2026-10-16T08:30:00+02:00\">16. October 2026<\/time><\/div>\n\n\n<p class=\"wp-block-paragraph\">of<\/p>\n\n\n<div style=\"font-style:italic;font-weight:600\" class=\"wp-block-post-author-name\">Clemens Pfitzer<\/div><\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-group alignwide has-global-padding is-content-justification-left is-layout-constrained wp-container-core-group-is-layout-3b99a472 wp-block-group-is-layout-constrained\">\n<p class=\"wp-block-paragraph\"><strong>Can a company secure the name of a world-famous sporting event for cookies and chocolate? And what do consumers think when they see \u201cSuper Bowl\u201d on a package of candy? The Federal Patent Court has rejected the application. Event names continue to face challenges when used as trademarks for promotional products.<\/strong><\/p>\n<\/div>\n<\/div>\n<\/div><\/div>\n<\/div>\n\n<h2 class=\"wp-block-heading\">Cookies for the Football Championship Game<\/h2>\n\n<p class=\"wp-block-paragraph\">On February 4, 2022, a company filed an application with the German Patent and Trademark Office (DPMA) for the word mark \u201cSuper Bowl.\u201d It sought protection for a long list of baked goods and confectionery products. These include cookies, chocolate, licorice, ice cream, popcorn, muesli, and peanut butter. \u201cConfectionery items used as Christmas tree decorations\u201d were also included in the list.<\/p>\n\n<p class=\"wp-block-paragraph\">The DPMA rejected the application on March 13, 2023. \u201cSuper Bowl\u201d refers to the championship game of the U.S. professional football league, the NFL. For several years now, retailers have been specifically offering products for this event. The mark therefore merely indicates that the goods are intended for consumption in connection with the game. It must remain available to competitors and is not distinctive\u2014that is, it is not suitable for associating goods with a specific company.<\/p>\n\n<h2 class=\"wp-block-heading\">A bowl instead of a sporting event?<\/h2>\n\n<p class=\"wp-block-paragraph\">The applicant, however, argued that consumers would not think of a game broadcast in Germany in the wee hours of the night. Rather, they are familiar with \u201cBowl\u201d from the food trend, such as a breakfast bowl or poke bowl. The term therefore refers to the English word for \u201cbowl.\u201d The mark gains distinctiveness through the unusual addition of \u201cSuper,\u201d which is not found in common references to \u201cbowls.\u201d<\/p>\n\n<p class=\"wp-block-paragraph\">During the appeal proceedings, the company did not submit any statement of grounds. Following a written notice from the court, it withdrew its request for an oral hearing and asked for a decision to be rendered in writing.<\/p>\n\n<h2 class=\"wp-block-heading\">Federal Patent Court Dismisses Appeal<\/h2>\n\n<p class=\"wp-block-paragraph\">In <a href=\"https:\/\/www.bundespatentgericht.de\/SharedDocs\/Entscheidungen\/DE\/2026\/25543-23_19082026.pdf?__blob=publicationFile&amp;v=1\">its decision dated August 19, 2026\u2014Case No. 25 W (pat) 543\/23\u2014<\/a> the Federal Patent Court dismissed the appeal. The application thus remains rejected for all claimed goods. The court based its decision solely on the lack of distinctiveness. It expressly left open the question of whether the designation must be kept available for competitors.<\/p>\n\n<h2 class=\"wp-block-heading\">Why aren&#8217;t event names suitable as trademarks for promotional merchandise?<\/h2>\n\n<p class=\"wp-block-paragraph\">In the court\u2019s view, the German public is familiar with the Super Bowl. It is one of the world\u2019s largest single-sport events and is also advertised domestically. Retailers in this country use the game as an occasion for promotional campaigns. The court cites, for example, a Penny flyer from 2020 featuring \u201cSnacks for the Super Bowl\u201d and \u201cSuper Bowl Weeks\u201d at an EDEKA store in January 2022.<\/p>\n\n<p class=\"wp-block-paragraph\">Baked goods and sweets were perfect for this occasion. They required no preparation and could be eaten while watching TV or at a public viewing event. In the flyers, brownies, cookies, muffins, and biscuits were explicitly advertised as accompaniments to the game. The name of the event merely signaled a special occasion for eating them. The public was accustomed to this usage.<\/p>\n\n<h2 class=\"wp-block-heading\">What does sponsorship have to do with this?<\/h2>\n\n<p class=\"wp-block-paragraph\">The crux of the decision lies in the question of how consumers interpret an event name on a product. The court believes that consumers do not see it as a reference to a specific manufacturer. Rather, they assume that someone is using the name with permission, such as a paying partner of the event.<\/p>\n\n<div class=\"wp-block-group v4-pattern-general-quote-box has-kpw-purple-background-color has-background has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-top:var(--wp--preset--spacing--60);margin-bottom:var(--wp--preset--spacing--60)\">\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\" style=\"padding-right:var(--wp--preset--spacing--70);padding-left:var(--wp--preset--spacing--70)\">\n<p class=\"wp-block-paragraph\">Rather, it will assume that the applicant\u2014possibly as a sponsor, in return for her financial contributions\u2014has been granted permission to use the event trademark in question.<\/p>\n<\/blockquote>\n<\/div>\n\n<p class=\"wp-block-paragraph\">The prerequisite is that the event be generally known in connection with the goods for which the trademark was registered. The court considered this to be proven based on the retailers\u2019 advertising. In doing so, it follows the case law of the Federal Court of Justice regarding the designation \u201cFUSSBALL WM 2006.\u201d<\/p>\n\n<p class=\"wp-block-paragraph\">For manufacturers, this presents a double hurdle. In the eyes of the public, the event name describes the reason for the purchase. And to the extent that it refers to a company at all, the court held that it refers to authorization from a third party, not to the manufacturer.<\/p>\n\n<h2 class=\"wp-block-heading\">Does the second meaning save the trademark application?<\/h2>\n\n<p class=\"wp-block-paragraph\">The court did not accept the argument regarding the \u201cbowl\u201d trend. It acknowledged that \u201cSuper Bowl\u201d could be understood, for example, as a dish served in a bowl\u2014such as cereal. However, the majority of the public also\u2014or exclusively\u2014sees it as the sporting event.<\/p>\n\n<p class=\"wp-block-paragraph\">For a mark to be rejected, it is sufficient that one of its multiple meanings lack distinctiveness. Anyone who does not perceive a mark as an indication of origin in one sense will not perceive it as such in any other sense either. A harmless secondary meaning therefore does not help if the obvious interpretation fails.<\/p>\n\n<p class=\"wp-block-paragraph\">The court even found a connection to Christmas tree ornaments made of sugar. There is extensive merchandising surrounding the NFL, including tree ornaments in the shape of helmets and footballs. It is conceivable that such ornaments could be made of sugar rather than glass.<\/p>\n\n<h2 id=\"h-fazit\" class=\"wp-block-heading\">Conclusion<\/h2>\n\n<div class=\"wp-block-columns v4-pattern-text-copy-half-col is-layout-flex wp-container-core-columns-is-layout-f56f613f wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p class=\"wp-block-paragraph\">The court explicitly cites the 2006 FIFA World Cup, and the application concerned the core category of typical promotional merchandise. The message is clear for manufacturers. Anyone who wants to market a major event must rely on their own distinctive trademark. In terms of <a href=\"https:\/\/kpw.law\/en\/fields-of-law\/trademark-law\/\">trademark law<\/a>, this remains an individual decision by a panel of judges, not a new precedent.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">However, the issue of sponsorship raises a question that the court does not address. If consumers assume that the organizer has given permission, they will see a connection to a specific company\u2014namely, the organizer. This argues against registration by a third party. The ruling leaves open whether the same reasoning would also preclude registration by the organizer itself.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<\/div>\n<\/div>\n\n<div class=\"wp-block-group alignwide has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-top:var(--wp--preset--spacing--80);margin-bottom:var(--wp--preset--spacing--80)\">\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-group alignwide v4-pattern-cta-box has-secondary-background-color has-background has-global-padding is-layout-constrained wp-container-core-group-is-layout-0c8cea62 wp-block-group-is-layout-constrained\" style=\"padding-top:0;padding-right:0;padding-bottom:0\">\n<div class=\"wp-block-columns alignwide are-vertically-aligned-top v4-pattern-cta-box__columns is-layout-flex wp-container-core-columns-is-layout-71c143ff wp-block-columns-is-layout-flex\" style=\"padding-top:0;padding-bottom:0\">\n<div class=\"wp-block-column is-vertically-aligned-top v4-pattern-cta-box__columns-column is-layout-flow wp-container-core-column-is-layout-fb77afb0 wp-block-column-is-layout-flow\" style=\"padding-top:var(--wp--preset--spacing--50);padding-bottom:0;flex-basis:60%\">\n<div class=\"wp-block-group alignwide has-global-padding is-content-justification-right is-layout-constrained wp-container-core-group-is-layout-1931a79c wp-block-group-is-layout-constrained\">\r\n<div id=\"multirow-headline-block_0d30af58dcb2a86e1781ab82fe550d1e\" class=\"wp-block-visual4-multirow-headline alignwide\">\r\n    <div class=\"wp-block-visual4-multirow-headline\">\n\n<p class=\"has-text-align-left has-huge-font-size wp-block-paragraph\" style=\"margin-top:0;margin-bottom:0;margin-left:0%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:1;text-transform:uppercase\">We\u2019d be happy to<\/p>\n\n\n\n<p class=\"has-text-align-left has-x-large-font-size wp-block-paragraph\" style=\"margin-top:0;margin-right:0;margin-bottom:0;margin-left:8%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:0.9;text-transform:uppercase\">advise you on <\/p>\n\n\n\n<p class=\"has-text-align-left has-huge-font-size wp-block-paragraph\" style=\"margin-top:0;margin-right:0;margin-bottom:0;margin-left:0%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:0.9;text-transform:uppercase\">Trademark law!<\/p>\n\n<\/div> \r\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-group is-nowrap is-layout-flex wp-container-core-group-is-layout-9da75b5c wp-block-group-is-layout-flex\" style=\"margin-top:var(--wp--preset--spacing--30);margin-bottom:var(--wp--preset--spacing--30)\">\r\n\r\n<div class=\"wp-block-visual4-contact-modal__button\">\r\n            \r\n        <div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\r\n            \r\n\r\n<div class=\"wp-block-button v4-contact-modal-button is-style-fill\" style=\"font-style:normal;font-weight:600\" data-form-id=\"8\"><a class=\"wp-block-button__link has-contrast-color has-base-background-color has-text-color has-background has-link-color wp-element-button\">Contact Form<\/a><\/div>\r\n\r\n        <\/div>\r\n        \r\n    <\/div>\n\n\n<div class=\"wp-block-buttons is-style-mobile-only is-content-justification-left is-layout-flex wp-container-core-buttons-is-layout-a768b15a wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button is-style-arrow is-style-fill\"><a class=\"wp-block-button__link has-base-background-color has-background wp-element-button\" href=\"tel:4971141019030\" style=\"padding-right:var(--wp--preset--spacing--50);padding-left:var(--wp--preset--spacing--50);font-style:normal;font-weight:600\">Call now!<\/a><\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-top v4-pattern-cta-box__columns-column v4-pattern-cta-box__columns-column--image is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:40%\">\n<figure class=\"wp-block-image size-full v4-pattern-cta-box__columns-column__image\"><img decoding=\"async\" src=\"https:\/\/kpw.law\/wp-content\/themes\/kpw-law\/assets\/samples\/person-cropped.png\" alt=\"\" class=\"wp-image-23155\"\/><\/figure>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>The Federal Patent Court has denied protection for the word trademark \u201cSuper Bowl\u201d for confectionery products. Why event names usually fail as trademarks for promotional products.<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[4904],"tags":[5453,6720,6718,5802,6721,6719,5042],"thema":[4895,4897],"rechtsgebiet":[4898],"produkt":[],"class_list":["post-37429","post","type-post","status-publish","format-standard","hentry","category-general","tag-distinctive-character","tag-event-name","tag-fifa-world-cup","tag-lack-of-distinctiveness","tag-nfl","tag-super-bowl","tag-trademark-en","thema-marke-en","thema-markenformen-en","rechtsgebiet-markenrecht-en"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.6 (Yoast SEO v28.6) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>The Super Bowl and Event Names as Trademarks<\/title>\n<meta name=\"description\" content=\"The Federal Patent Court has denied protection for the word trademark \u201cSuper Bowl\u201d for confectionery products. 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