Why Brand USA Can’t Market the NFL and Super Bowl Directly
Brand USA reveals strict licensing restrictions prevent the organization from naming the Super Bowl or NFL in international campaigns despite driving tourism.
Stock photo for illustration only, not from the actual event
- Brand USA is barred by licensing rights from naming the Super Bowl, NFL, or Olympics in global campaigns
- International viewership for the NFL grew by 10% between 2023 and 2024
- The 2026 game drew approximately 90,000 visitors from outside the Bay Area
- Destination marketers bypass rules using unbranded copy, such as the World Cup "More to Love" campaign
Destinations often capitalize on hosting major events like the Super Bowl, World Cup, or Olympics, but destination marketing organizations (DMOs) are frequently constrained to marketing around the event rather than through it due to strict licensing regulations.
Brand USA understands that high-profile events like the Super Bowl can drive real international visitation. Viewers based outside the U.S. increased by 10% between 2023 and 2024, and the 2026 game generated an estimated 90,000 visitors from outside the Bay Area, including international markets.
However, you will not find a single campaign from the nation's destination marketing arm featuring the term "Super Bowl" in its text because of these promotional boundaries.
"It's difficult for us to go out and market the NFL calendar to international markets even though we know it's act"
Leah Chandler, Chief Marketing Officer, Brand USAStock photo for illustration only, not from the actual event
Stock photo for illustration only, not from the actual event
Intellectual property restrictions in destination marketing highlight the complex financial barriers surrounding major sporting events. Because DMOs cannot leverage official event titles without hefty sponsorship fees, marketing teams must innovate by focusing on emotional connection and destination atmosphere instead, proving that destination branding can succeed through indirect cultural resonance.
Las Vegas Convention and Visitors Authority CEO Steve Hill noted that utilizing event names requires purchasing a sponsorship package on top of the destination's existing hosting fee, turning naming rights into a separate line item within a municipal budget.
Left with few options, destination marketers work around the rules using unbranded copy. For instance, Brand USA's "More to Love" campaign capitalized on World Cup goodwill without ever mentioning the tournament itself, while some marketers use names and assume they will simply be asked to stop later.
Source:
Skift
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