NCAA Files Lawsuit Against DraftKings for Using March Madness and Associated Tournament Terms

(AsiaGameHub) –   A fresh legal battle has begun between the NCAA and DraftKings regarding betting promotions linked to college basketball tournament branding. The disagreement focuses on whether DraftKings is allowed to use popular NCAA tournament terms in sportsbook menus, advertisements, and other consumer-facing materials.

Good to Know

• The NCAA is seeking an emergency restraining order against DraftKings.
• The terms in question include March Madness, Final Four, Elite Eight, and Sweet Sixteen.
• DraftKings claims its use of these terms is descriptive and protected by the First Amendment.

Instead of concentrating on betting regulations, the most recent conflict between college sports and sportsbooks revolves around branding. In a lawsuit filed in the U.S. District Court for the Southern District of Indiana, the NCAA requested a judge to prohibit DraftKings from using a set of tournament-related terms across its sportsbook products and promotions.

The case hinges on “March Madness,” “Final Four,” “Elite Eight,” and “Sweet Sixteen,” plus their related variations. According to the NCAA, these marks serve to identify and distinguish its men’s and women’s basketball tournaments across broadcasts, digital platforms, merchandise, sponsorships, and licensed business operations.

The legal filing states that DraftKings integrated these terms into betting menus, marketing materials, and promotional visuals shown to users. Screenshots from DraftKings’ platforms were included as exhibits in the complaint.

Wrong Timing?

Timing plays a significant role in the NCAA’s argument. The association alleged that DraftKings began using the terms when public attention around the tournaments was at its peak. “On the eve of the Tournaments, DraftKings deliberately adopted and prominently began using the NCAA iconic NCAA Basketball Marks, including confusingly similar variations thereof, to trade on — and usurp — the immense goodwill, recognition, and consumer trust embodied in those Marks at the precise moment of peak public attention,” the complaint said.

The NCAA further contended that this unauthorized use quickly spread across customer-facing channels. “DraftKings unlawful use quickly proliferated across its consumer-facing websites and mobile applications, embedding the marks and logos into betting menus, promotional graphics, and marketing publications, to deliberately exacerbate consumer confusion and reinforce a false association with or sponsorship by the NCAA in order to continuously capitalize on the goodwill of the NCAA,” the complaint said.

DraftKings is taking a completely different stance. The company stated that it does not treat “March Madness” as a trademark in its sportsbook displays; instead, it uses the phrase in plain text to identify tournament games. “DraftKings does not use the term March Madness as a trademark, but rather uses it in plain text and as a fair use in the same manner that other tournaments are displayed, such as the NIT, in order to accurately identify the different tournaments and their respective games,” DraftKings said. “It is protected speech under the First Amendment and is not a violation of any brand trademark. We are confident that the courts will deny this request for an injunction.”

Beyond the trademark dispute, the NCAA used this case to emphasize its broader separation from gambling operators. The association noted that it has rejected sportsbook sponsorships, banned athletes and staff from participating in betting, and opposed prop bets and micro-bets. It also highlighted ongoing efforts to reduce harassment and improper influence tied to college sports wagering.

This broader concern resurfaced in a separate NCAA statement related to the complaint. “Every day that DraftKings continues to use these marks, millions of sports fans — and, critically, college students and young adults who are particularly susceptible to gambling harm — are exposed to the false suggestion that the Association has authorized or endorsed DraftKings gambling platform,” the NCAA said in a statement.

FAQ

What is the NCAA asking the court to do?

The NCAA is seeking an emergency restraining order that would require DraftKings to stop using tournament-related terms in its sportsbook offerings, advertising, and associated materials.

Which terms are in dispute?

The complaint lists March Madness, Final Four, Elite Eight, and Sweet Sixteen, along with similar variations, as the terms at issue.

Where was the complaint filed?

The NCAA submitted the complaint to the U.S. District Court for the Southern District of Indiana.

What is DraftKings defense?

DraftKings asserts that it uses the terms descriptively in plain text (not as trademarks) and that this use is protected speech under the First Amendment.

Why does the NCAA say the use is harmful?

The NCAA argues that the use creates consumer confusion and implies a false connection or endorsement between the association and the sportsbook.

What wider gambling concerns did the NCAA mention?

The association stated that it avoids sportsbook partnerships, prohibits betting by athletes and staff, and opposes wagering formats like prop bets and micro-bets.