Check the following link out:
http://www.broadcastlawblog.com/2009/01/articles/intellectual-property/dont-use-super-bowl-in-an-ad-without-permission-but-how-about-in-other-programming/
It goes on to talk about how clients should never use the term "Super Bowl" in their Super Bowl ads because is is a trademark of the NFL and can't be used with out proper sanctions. This reminded me of the the conversation in class regarding the use of Mickey Mouse as to what references would be lawful to use without permission from Disney.
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