Business

Businesses Stay Clear of Using Super Bowl Name

Published

11 years ago

January 30, 2015

So as not to infringe on the NFL Super Bowl name trademark, all non-rights holders have to use different wording to promote any Super Bowl activity like this Whole Foods grocery store where diners enjoy a meal near promotional signs for “the big game” Wednesday, Jan. 28, 2015, in Phoenix. (AP Photo/Ross D. Franklin)

TERRY TANG, Associated Press

PHOENIX (AP) — It is the game that must not be named — at least not without permission.

For most people, the game Sunday between the New England Patriots and Seattle Seahawks is the Super Bowl. But for many business owners, it’s simply the “big game” or “game day.”

Radio hosts are tripping over their tongues and airport signs are carefully worded to keep from referring to it as the Super Bowl, a trademarked name the NFL strictly polices. Mom-and-pop shops and large companies hoping to cash in on the game — but also don’t want to run afoul of league lawyers — have found ways to color inside the lines.

Tyler Ellis, whose Coney Island Grill is located within the downtown Super Bowl Central village, is selling souvenir tie-dye shirts. The garments say “Coney Island 2015” as well as “the big game.” The $15 shirts come in pink, red, blue and green.

Fortunately, the restaurant owner was fully aware of the league’s reputation for coming down on trademark infringers.

“I’m just an NFL follower. You can’t even YouTube their videos. They’re just strict with their licensing,” Ellis said.

Grocery chain Whole Foods has avoided using “Super Bowl” on in-store signs and social media. The Facebook page for the central Phoenix location offers recipe ideas for “your Big Game party.”

Signs at American Airlines ticket counters in Phoenix Sky Harbor International Airport greet travelers with “Welcome to the big game.” American Airlines spokesman Casey Norton said though it is the official airline for the Arizona Super Bowl Host Committee, the company isn’t an NFL partner.

“Like any brand, we work to protect our valuable intellectual property and the rights we extend to our partners,” NFL spokesman Brian McCarthy said.

What constitutes a violation is determined on a case-by case basis, McCarthy said. For example, a restaurant writing up a Super Bowl menu on a chalkboard wouldn’t be an issue. And according to trademark law, a fair use exception allows for news organizations to use the Super Bowl moniker.

McCarthy said if a potential infringement is discovered, the league will notify the party involved. If nothing changes, then a cease-and-desist letter follows. McCarthy declined to discuss how many companies have received letters in recent months.

One of the participants in the Super Bowl is not a stranger to trademark disputes. Texas A&M University has long held the trademark for the term “12th Man,” the nickname for the Seahawks’ large and vocal fan base. The Seahawks and university reached a settlement in 2006 that allows the team to use some versions of the phrase.

And the NFL is not the only sports organization to be vigilant about its brand. Congress has created protections for the U.S. Olympic Committee so it has exclusive rights to use “Olympics” and the interlocking rings logo. International soccer governing body FIFA is requiring countries that host the World Cup to create special rights in their constitutions to protect advertisers, said Jeff Greenbaum, a New York-based advertising lawyer with the firm Frankfurt Kurnit.

Roger N. Behle Jr., an intellectual property lawyer with the firm Foley Bezek Behle & Curtis, said the NFL’s monitoring is about maximizing revenue.

“They do have a right to police it. They spent a lot of money to build the brand up, make it profitable and not have any Tom, Dick and Harry use the marks,” said Behle, who has worked on licensing deals with the NFL and other major sports leagues.

Greenbaum said the NFL’s enforcement is also about protecting its sponsors. The league creates “official” beers, chips, sodas and other items, which can give a business a distinct advantage over its competitors.

“The strategy that they’re employing is to create enough concern among marketers that they’re afraid to even get close to the line,” Greenbaum said.

___

Associated Press writer Anthony McCartney contributed to this report from Los Angeles.

___

Follow Terry Tang on Twitter at https://www.twitter.com/ttangAP

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Activism

Medi-Cal Cares for You and Your Baby Every Step of the Way

Across California, including Alameda and San Francisco counties, Medi-Cal is working to address those concerns by expanding and coordinating maternal health services so pregnant and postpartum people receive care that is respectful, comprehensive, and easier to navigate. From the first prenatal visit through a child’s first birthday, Medi-Cal provides coverage and support designed to protect both parent and baby.

Published

4 days ago

February 3, 2026

Oakland Post

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For many pregnant people, pregnancy brings a mix of both joy and uncertainty. Alongside excitement, there are questions about finding the right doctor, understanding what care is covered, and knowing where to turn for support after the baby arrives. For Black families in Alameda and San Francisco counties those questions are often compounded by long-standing disparities in maternal health outcomes.

These services are available to people who qualify for Medi-Cal. In California, eligibility is based primarily on income, household size, age, pregnancy status, disability, or other qualifying circumstances. Pregnant people qualify at higher income levels than non-pregnant adults and remain eligible through pregnancy and for 12 months after the pregnancy ends.

Importantly, pregnant people who qualify for Medi-Cal are eligible for full-scope coverage regardless of immigration status, including medical, behavioral health, dental, and vision services during pregnancy and the postpartum year.

A Clearer Path Through Pregnancy: The Birthing Care Pathway

The Birthing Care Pathway helps pregnant people understand what care they should receive and when, while supporting providers in delivering coordinated, culturally responsive services. It outlines key steps during pregnancy, including prenatal screenings, behavioral health check-ins, nutrition support, and preparation for labor and delivery.

For Black pregnant and postpartum people in Alameda and San Francisco counties the pathway emphasizes early prenatal care, shared decision-making, and connections to community-based programs that address medical needs and social drivers of health.

Doula Services: Support Before, During, and After Birth

Medi-Cal covers doula services for pregnant and postpartum members who qualify. Doulas provide non-medical emotional support, education, and advocacy during pregnancy, labor and delivery, and postpartum recovery. Research shows doula care is associated with reduced stress, improved birth outcomes, and increased breastfeeding success.

Covered doula services include prenatal visits, support during labor and delivery, and postpartum follow-up visits, in accordance with Medi-Cal benefit guidelines.

Care That Continues After Birth: The Postpartum Pathway

More than half of pregnancy-related deaths in California occur after childbirth, with Black families facing the greatest risks. The Postpartum Pathway defines the care pregnant and postpartum people who qualify for Medi-Cal should receive during the first year after birth.

The Pathway promotes a comprehensive postpartum visit within 12 weeks, ongoing primary care through 12 months postpartum, screening and treatment for postpartum depression and anxiety, breastfeeding support, chronic condition management, and referrals to community-based services.

Mental Health, Dental, and Vision Care Included

Medi-Cal covers perinatal behavioral health services for eligible members, including screening, therapy, counseling, and medication management when medically necessary. Services may be provided in person or through telehealth.

Pregnant and postpartum people who qualify for Medi-Cal also receive full dental benefits, including exams, cleanings, and medically necessary treatment, as well as vision care such as eye exams and eyeglasses.

Community Supports Through CalAIM

CalAIM (California Advancing and Innovating Medi-Cal) is a statewide initiative that strengthens Medi-Cal by improving care coordination and addressing health-related social needs.

Through CalAIM, eligible Medi-Cal members in Alameda and San Francisco counties may receive Community Supports such as transitional housing assistance, medically tailored meals, and help navigating social services.

How to Contact Medi-Cal in Alameda and San Francisco Counties

Pregnant and postpartum people who meet Medi-Cal eligibility requirements can get help enrolling, choosing a health plan, finding providers, or accessing doula and postpartum services by contacting the Alameda County Medi-Cal office at (510) 795-2428 or the San Francisco Medi-Cal office at (855) 355-5757 or calling the number on their Medi-Cal card.

Support at Every Step

Pregnancy and postpartum care should be clear, compassionate, and complete. Through the Birthing Care Pathway, Postpartum Pathway, doula services, behavioral health care, Black Infant Health, and Community Supports, Medi-Cal is working to ensure that eligible families in Alameda and San Francisco counties — especially Black Californians — receive the care and support they need to stay healthy and give their babies a strong start.

Ready to Learn More or Get Started?

Pregnant and postpartum people in Alameda and San Francisco counties can learn more about Medi-Cal benefits, enroll in coverage, or get help finding providers by contacting the Alameda County Medi-Cal office or San Francisco County Medi-Cal office or calling the number on their Medi-Cal card. Trained representatives can explain eligibility, available services, and next steps.