Win Super weekend without teasing trademark gods

The hype is already high in Santa Clara, California, where the New England Patriots play the Seattle Seahawks, Sunday, Feb. 8, in Super Bowl LX.

The NFL and its corporate friends have been teasing the game since September, proving that even holidays like Christmas and July 4th can’t compete with the NFL’s reach. For an athlete building an NIL brand, this weekend is a prime publicity window.

If you’re looking for stories to tie into, you want to grab some of the Super mega-hype, but be smart about it. You can't just slap "Super Bowl" on your promos because there are billions of dollars in trademarks protecting those words. You can still get your fans and NIL partners excited by jumping into the game’s conversation, though. It is, after all, one of the biggest sports weeks of the year.

No need for ads

Don’t worry about traditional ads. Paying up to $10 million for 30 seconds on TV is bonkers for most businesses, and most of the $8 million spots were gone months ago. The good news is you don't need a massive budget to win your corner of the weekend — just a little inspiration. If you create some fun videos or social shorts, you can publicize your own event that ties into a week of sports and parties without the massive corporate price tag.

Rock your worth at home or on the road

While football pros are doing their thing in California, you can piggyback on big Bowl interest no matter where you are. When you focus on the date and vibe of the game, you own your share of the conversation without teasing the trademark gods. It’s all about creating posts your fans and business partners want to see while they’re already glued to their phones, TVs and other devices. For example:

Sunday’s a great day to train

Think "training table" times two. While everyone else is groggily tuning into a pregame show that started at sunrise, show off your Sunday workout. Seeing an athlete grind toward their own Super Bowl-like goal is a cool contrast for fans on the couch. (You might even motivate them to get in a pregame workout of their own.) And don't forget the food! A quick video and some still photos with catchy copy of your healthy snack/training table show fans that even on one of the biggest sports days of the year, you can still have fun without totally ditching your discipline.

This strategy works because it’s just you being you. It doesn't feel like an ad or scripted promo; it feels like a behind-the-scenes look at a(nother) top-tier athlete.

Go one step further and add value for anyone who peeks into your socials or on your website. Share a grocery list or a hydration tip you use leading up to the football game of the year and make it a massive publicity play. You can do all of that while you sell with your personality, not a pitch; keep things legal and have fun while doing it.

Make it a tradition like the NFL built the game

Okay, you don’t have to plan XL, er, 60 years, but sharing your Sunday routine as a young athlete might be the start of your own tradition. By sticking to the lifestyle stuff —training, food and getting ready for game day —you can be part of the moment this year and those to come. You don't need a crazy publicity plan to win the week. Just have fun and show your worth while you do it.

For now, a healthy gameday recipe you can whip up during a commercial break:

©2026 Gail Sideman; gpublicity.com; nilpublicity.com

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