Super Bowl is a trademark of NFL, and to keep a trademark you need to "defend" it. Which lawyers presumably interpret as sending cease and desist letters every now and then
But the caveat is that trademark law only applies to usages that are likely to cause confusion within the same product category, or to imply some endorsement/connection with the trademark holder.
People using your brand to refer to your product in normal modes of communication isn't a violation of your trademark in the first place, and does not need to be defended against.
People using your brand to refer to your product in normal modes of communication isn't a violation of your trademark in the first place, and does not need to be defended against.