More Fair Use of the Super Bowl Trademark? By Steve Baird® on January 17, 2018 Posted in Advertising, Articles, Branding, Fair Use, Marketing, Trademarks Downtown Minneapolis is starting to come alive for upcoming Super Bowl LII, you can feel the energy building and commerce flowing, new ads and signage being erected almost daily: What do you think, is the Super Bowl reference in the above temporary sign, a fair use? More particularly, nominative fair use? I do. But, will the NFL agree? Stay tuned.