With the NFL season in full swing and the Super Bowl approaching, many entrepreneurs and small apparel brands see a business opportunity in creating team-themed merchandise. But here’s the problem: NFL logos, team names, and even some phrases are protected by trademark law—and using them without permission can lead to serious legal trouble.
At Landry Legal, we regularly help clients understand the risks and navigate the rules around selling products inspired by popular sports teams.
Why NFL Logos Are Off-Limits
Every NFL team logo, helmet design, and color scheme is protected by trademark law. The NFL itself owns and licenses these marks through a centralized licensing program.
Selling products with any of these protected marks without a license is trademark infringement. It doesn’t matter if you:
- Only make a small number of items
- Sell them “just to friends”
- Include a disclaimer like “Not affiliated with the NFL”
If the logo or team name appears, it can be considered infringement.
What About “Inspired” Designs?
Some sellers try to avoid legal trouble by creating designs that are “inspired by” a team—using similar colors, fonts, or symbols without the exact logo. This is risky because:
- The NFL can argue your design creates “likelihood of confusion” with its trademarks.
- Even if you avoid the logo itself, using the team name (like “Patriots” or “Chiefs”) can still infringe.
- Certain phrases like “Super Bowl” and “Who Dat?” are also trademarked.
Enforcement Is Aggressive
The NFL is known for aggressively policing its trademarks. In recent years, small Etsy sellers, print-on-demand shops, and even local businesses have received cease-and-desist letters or been sued for selling unlicensed apparel.
They monitor online marketplaces, social media, and even physical events for unlicensed merchandise.
How to Sell Sports-Themed Apparel Legally
If you want to tap into sports culture without infringing:
- Get a License – For NFL logos, this typically means partnering with an approved licensee (which can be expensive and competitive).
- Focus on Parody – Parody designs may qualify for fair use, but this is a nuanced legal defense that should be discussed with an attorney before you sell.
- Use Generic References – Instead of team names or logos, create designs that use city references, fan culture, or original slogans unrelated to trademarks.
- Work With a Lawyer – Have an attorney review your designs before launch to reduce risk.
Bottom Line
Using NFL logos, team names, or related trademarks on your own apparel without permission is almost always a legal risk—and the NFL will enforce its rights, even against small sellers.
If you’ve received a cease-and-desist letter, or if you’re planning a sports-themed product launch, get legal advice before you sell. Acting now can save you thousands in legal costs later.
📞 Call us at 888-914-0011 or email us at contact@landrypllc.com to protect your business before game day.