In 2016, the NFL's big game will be its 50th. If the NFL maintains its use of Roman numerals to denote the number, then that Super Bowl will be Super Bowl "L." Yes, "L" as in "Loser" or the "L-word." Not a connotation that the macho NFL will necessarily want. It is not like it is the sexy Super Bowl "XXX" of 1996 or the suggestive Super Bowl "LIX" of 2025. According to a recent Wall Street Journal article, the NFL is already starting to think about the unfortunate use of "L" for its 2016 game. My prior post makes clear that the NFL takes its "Super Bowl [insert Roman numeral]" brand very seriously.
The NFL has a few years to come up with a solution. Will it abandon the Roman numerals for that year? Will it embrace the "L" in a manner similar to the way that World Wrestling Entertainment did after losing a trademark action to the World Wildlife Fund? After losing, WWE (previously known as "WWF") ran advertisements saying: "Get the 'F" Out" as a way to embrace the change from "WWF" to "WWE." A good example of making lemonade out of lemons, in my opinion. Will it try to utilize the "L" with something else (e.g. the location of the game)? Will it try to give the "L" a different association than the current one?
With the NFL's astronomical popularity and television ratings, its decision with regard to the 50th Super Bowl will have an impact on its viewers. I can't wait to see what the NFL does with this one.
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