The use of the term "Super Bowl" was in the context of a commercial enterprise. If you obtained the stickers or whatever validly and stick them on chips, or pieces of wood, or whatever and give them out (no financial gain) you have not violated any copyrights. Whoever made the items you used for inserts would need to have appropriate permission. If someone else attached the inserts to the chips, then they would need the consents. As long as you did not create them, or sell them, or try to profit or promote with them, the law does not apply.