The Solstice Advertising Illuminator

Avoid a Technical Foul in March Madness Trademarks

Companies pay millions of dollars to sponsor and advertise with major sporting events, including March Madness which easily rivals the Superbowl in advertising revenue (more than $1B in 2012). The brilliance behind the NCAA’s marketing is the brand identities it has created for the entire tournament such as March Madness, Sweet Sixteen, Elite Eight and Final Four. All of these terms are trademarked and to use them legally will cost you about eight figures. You can use the idea of March Madness with a play on words and brackets, but you cannot use the actual trademarked term, March Madness, itself.


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How to find out if something is Trademarked?

You can search the U.S. Patent and Trademark Office website. If there is an ® for a registered trademark or a ™ for a trademark in the process of being registered, you must include the mark when you're referring to it, and you cannot use the trademarked phrase with a for-profit business, like selling March Madness t-shirts or a phone app.

Copyright vs. Trademark

Copyrights cover creative works such as movies, books and songs. Trademarks cover the commercialized use of words and/or symbols that represent a product, service or organization.

Don’t worry about walking on the Trademark tightrope. As an advertising agency, it’s our job to know the Do’s and Don'ts of brand use and Solstice can help you navigate when it's time for event sponsorship.


Solstice Advertising is a strategy and creative organization that is here to help our clients see around corners, intimately understand the marketplace and turn ideas into measurable results.

Let Solstice bring some Shine and Impact to your yearly success. Email or call us at 907.258.5411 to arrange a meeting.

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In the Community

This year’s Iditarod was a nail biter, especially for Solstice clients Donlin Gold, Northern Air Cargo and Calista Corporation who all sponsor mushers in the Last Great Race. Their sponsorships help mushers compete and raise awareness of the causes they represent including youth sobriety and teamwork.

Congratulations to our client sponsored mushers:

Pete Kaiser
John Baker
Aaron Burmeister
Mike Williams, Jr.
Mike Williams, Sr.

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Fan Mail

Bright lights, big city, Solstice is celebrating its skills in the Big Apple. The agency is a finalist for a Silver Anvil Award, the most prestigious public relations award in the country. Only a handful of other Alaska agencies have ever been up for this award and Solstice is the only one representing Alaska this year. The event is June 13.

ACSCover


Random Acts of Advertising

This one is for the Diet Coke addicts in the Solstice office and the rest of you out there: fashion designer Marc Jacobs has partnered with the beverage brand as its new creative director for its 30th Anniversary Campaign. Check out the limited edition chic bottles and cans.

Jacobs Coke Cans

The Solstice Advertising Illuminator