Random Super Bowl marketing thought

The NFL holds onto the term "Super Bowl" very tightly. Unless they are getting money from you, you cannot use it commercially. That leads to a lot of commercials, especially on radio, that lamely skirt around "Super Bowl", calling it the big game or using bleeps for the game's name to make their point. I'm really surprised that Madison Avenue hasn't coined an alternative name for the Super Bowl that marketers can use without paying the NFL. A lot of championships have alternate names that the public readily identifies with that game. If I say "The Fall Classic" or "The Grand Daddy of 'em All", most people know what I'm talking about. Why not the Super Bowl?