So as not to infringe on the NFL Super Bowl name trademark, all non-rights holders have to use different wording to promote any Super Bowl activity like this Whole Foods grocery store where diners enjoy a meal near promotional signs for "the big game" Wednesday, Jan. 28, 2015, in Phoenix. (AP Photo/Ross D. Franklin)

PHOENIX (AP) — It is the game that must not be named — at least not without permission.

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