Well, they don’t sue the newspapers for reporting on the game, do they?
Maybe, just to be safe, the newspapers should not use any trademarks. They could put a big headline saying “Team from Colorado Wins Important Football Game”, and write the whole article not mentioning any trademarked names.
It’s all about what is being advertised and how that ties into fair use. When a newspaper reports on the Super Bowl they are, in effect, advertising the Super Bowl. When some town or church or club wants to hold a party they’re advertising themselves. I can use your logo to advertise (or to discuss) you, I can’t use your logo to advertise me.