...were to send a cease and desist letter like Pete received to the club? Would the club's COE require the club to police all sales of the chip in question?

While it might seem far fetched, those who are hired by entities to protect copyrights will climb up and down any ladder that they might find to protect their client's interests.

Personally, I would have thought that halting the sales of the chips at the casino would have been satisfactory for the NFL. These weren't the first chips made and put into casino cages that that the word(s) Super Bowl on them. It is the first time (that I'm aware of) that the NFL has taken action on such a chip issue.

Bob