The NCAA has filed a federal lawsuit against DraftKings, alleging unauthorised use of its “March Madness” trademark and related branding on the operator’s sportsbook platform.

The complaint, submitted to a U.S. District Court in Indiana, claims DraftKings used protected NCAA intellectual property and similar variations without permission, prompting the governing body to seek immediate legal intervention.

Injunction sought ahead of tournament peak

The NCAA is requesting a temporary restraining order to prevent further use of its trademarks before the Sweet 16 stage of the tournament. In addition to injunctive relief, the organisation is pursuing financial compensation, including legal costs and potential triple damages.

According to the filing, continued use of NCAA branding in a betting context risks damaging the organisation’s reputation and undermining its longstanding position against sports wagering in college athletics.

Dispute over trademark usage

A central point of contention is DraftKings’ use of phrases such as “March Mania”, which the NCAA argues is deliberately similar to its trademarked “March Madness” branding. The association claims such usage creates confusion among consumers and may imply an official relationship between the NCAA and betting operators.

The tournament remains one of the largest betting events in the United States, with billions of dollars wagered annually, increasing the commercial sensitivity around branding and intellectual property.

DraftKings cites fair use defence

DraftKings has rejected the allegations, stating that its use of tournament-related terminology falls under fair use. The company argues that references to “March Madness” are used descriptively to identify the competition, rather than as a trademark.

The operator also maintains that such usage is protected under free speech principles and does not constitute trademark infringement.

Broader industry context

The legal dispute highlights the evolving relationship between sports organisations and the betting industry. While major professional leagues in the U.S. have embraced sportsbook partnerships, the NCAA has maintained a more cautious stance, particularly around integrity and player protection.

The outcome of the case could have wider implications for how betting operators reference major sporting events and use associated terminology within regulated markets.

Sources: Gamblinginsider