The Big Game Gamble: Managing Business Liability and Hosting Risks for Super Bowl LX

On February 8, 2026, Super Bowl LX will take center stage. For many businesses—from bars and restaurants to corporate offices hosting client viewing parties—the Big Game is a major revenue opportunity. However, it also presents a massive spike in General Liability and Liquor Liability risks.

If your business is involved in any way with holiday-style hosting this February, you must ensure your insurance coverage is “game-day ready.”

Host Liquor Liability: The Greatest Risk

If your business provides alcohol at a Super Bowl party, you carry a significant legal burden. Under Dram Shop Laws (in most states), a business can be held liable if they serve an obviously intoxicated person who later causes an accident or injury.

General Liability vs. Liquor Liability: Standard General Liability policies often exclude or severely limit coverage for alcohol-related incidents.
The Solution: If you are in the hospitality industry, you need a dedicated Liquor Liability policy. For non-hospitality businesses hosting a one-time event, ensure your General Liability policy includes Host Liquor Liability, or purchase a “Special Event” rider for the day.

The “Super Bowl Monday” Productivity Dip

The Monday following the Super Bowl is historically one of the highest days of the year for employee absenteeism and workplace “presenteeism” (employees being present but unproductive).

Workers’ Comp Risk: Fatigue and lingering hangovers are leading causes of workplace accidents. If your business involves physical labor or machine operation, the Monday after the game is a high-risk window for Workers’ Compensation claims.
Management Strategy: Consider a delayed start time or a flexible work-from-home policy for that Monday. Proactive scheduling is often cheaper than an insurance claim resulting from a fatigued employee’s mistake.

Advertising and Intellectual Property

A common trap for small businesses in February is using the term “Super Bowl” in their advertising. The NFL is famously protective of this trademark.

The Risk: If you use the trademarked term or logo in your promotional materials without a license, you could face a “cease and desist” or a lawsuit for trademark infringement.
The Protection: Your General Liability policy includes a section for Advertising Injury. Review this to ensure it covers trademark or copyright infringement, but the best strategy is to use generic terms like “The Big Game” or “The Championship Matchup” in your marketing.

Don’t let the excitement of Super Bowl LX lead to a post-game insurance hangover. Conduct a liability huddle with your agent this week, verify your liquor coverage, and ensure your event plan is as solid as a championship defense.