Radio hosts are tripping over their tongues and airport signs are carefully worded to keep from referring to it as the Super Bowl, a trademarked name the NFL strictly polices. Grocery chain Whole Foods has avoided using "Super Bowl" on in-store signs and social media. American Airlines spokesman Casey Norton said though it is the official airline for the Arizona Super Bowl Host Committee, the company isn't an NFL partner. Congress has created protections for the U.S.