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.
But by printing stories about the Super Bowl, they expect to sell newspapers, don’t they? The revenue doesn’t go to the NFL, it goes the paper.
Believe me, it’s only a matter of time.