Going through this week’s flyers, I noticed a common thread among many of the advertisements that arrived in my mailbox. This isn’t a new phenomenon, by any stretch of the imagination, but it is an interesting observation nonetheless.

Most people will know that Super Bowl XLIV is scheduled ot happen this Sunday in Florida, pitting the New Orleans Saints against the Indianapolis Colts. This is a big deal and it’s easily one of the most expensive days for television advertising. What happened with the flyers is that they were trying to avoid paying the Super Bowl-related royalties.

Instead, nearly every flyer I saw featured some football-related motif, as well as references to things like the “Big Game” rather than to the “Super Bowl.” The relationship was very clear and very obvious, but there was no wording that involved the Super Bowl, the NFL, or other similar licensed content.

How do you feel about advertisements that use this implied connection rather than paying for the official licensing? I don’t mind it, but I do find it a little funny that they would try to do this.