I Wonder What Associate Got to Write that Memo. The Washington Post reports that "A Game by Any Other Name Sells as Sweet." From the article: "Ambush marketing is legal, as long as an advertiser doesn't infringe on any trademarked words (such as 'Super Bowl' or 'Seattle Seahawks' or even 'Super Sunday') or copyrighted symbols ( such as the NFL's 'shield' logo). According to guidelines written by Leventhal, Senter & Lerman, a Washington law firm that represents broadcasters, it's permissible to use such phrases as 'the professional football championship game,' as well as the date of the game, the name of the cities of the competing teams ('Pittsburgh vs. Seattle') but not the team names ('Pittsburgh Steelers'). The firm also advises, 'You can make fun of the fact that you cannot say the phrase 'Super Bowl' (e.g., by bleeping it out).'"