How Rihanna’s trademarks dominated the Superbowl

It may come as a shock to some that the artists who perform at the Superbowl do not get paid for it. However, the exposure can sometimes be worth more than any fee the NFL could pay.

Rihanna performed a medley of her biggest hits at the Superbowl Half Time show on Sunday 12th February, pulling 118.7 million viewers, 6 million more viewers than the game and becoming the second most viewed half-time performance of all time, behind Katy Perry. It was the first time she had performed on stage since 2017 and since then she has launched a clothing line and a makeup line.

Additional to her successful back catalogue, Rihanna announced her second pregnancy at the halftime. The biggest pay off of the night was her product placement and marketing of her make-up brand Fenty Beauty before, during and after the game. This is how Rihanna has given the world a masterclass in trademark protection to secure her victory.

To start with, Fenty Beauty is a registered trademark. This offers protection and enforcement options against infringement. Registering a trademark gives her legal protection against brands that attempt to infringe on her intellectual property, designs or unique products and logos.

Fenty Beauty is a unique brand name that uses her last name. It is quick and snappy, making it easy to remember. From the beginning, Rihanna made sure that her products and campaigns were inclusive of people of any race, gender and identity, being best known for having a wide foundation and concealer shade range. This meant that Fenty Beauty came out the gate with a reputation of being an all-inclusive and reliable brand, broadening her audience.

Her Fenty trademarks are used consistently across both make-up and clothing. With Rihanna also being one of the biggest names in music, this meant that she could also utilise unique marketing materials, like the Superbowl or her albums, to build a strong brand identity. During the game, she strategically placed her products during her performance and in the build-up to the show, she released unique Superbowl themed products for a limited time. Using her trademarks in this unique way gives her the ability to cash in on one of the biggest nights for advertisements.

There is a lot to take from this. Rihanna has showcased the importance of registering a trademark. It provides a strong defence against any infringers that will try to tackle your brand. Choosing a strong name and identity and using it consistently can build your brand to new highs. Associating that brand with a strong, reliable reputation can score big with consumers.

Don’t get side-lined. Score a touchdown and protect your brand from the competition by registering your trademark.

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