Why would an organization as large as the National Football League (NFL) incur large legal expenses ...

The National Football League has spent a great deal of time and money to establish a successful brand name and to get consumers to automatically think of the NFL when they see anyone using the term "Super Bowl." By not legally challenging even the smallest of restaurants or bars, the NFL not only faces the possibility that consumers will think these restaurants and bars are associated with the NFL and that these restaurants and bars will take advantage of that perception, but also that other restaurants, bars, or other companies would choose to use the term without fear of legal action or retribution. If the NFL did not attempt to legally defend its trademark, even in the smallest of cases, it could eventually face the possibility of "Super Bowl" no longer being associated with the NFL.

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