Published on: March 22, 2026, at 10:46 AM.

Updated on: March 22, 2026, at 10:47 AM.

• NCAA aims to distance itself from sports wagering
• DraftKings asserted in a statement that it does not treat March Madness as a trademark
• Second-round matches are currently taking place in both men’s and women’s March Madness tournaments

Off-the-court tensions surrounding March Madness are escalating alongside the tournament brackets, as the NCAA initiates legal action against DraftKings for alleged trademark violation.

Allegations of Trademark Violation

The sportsbook is accused of allegedly leveraging trademarks such as March Madness, Final Four, Sweet Sixteen, and Elite Eight to promote betting initiatives and advertisements.

The NCAA’s lawsuit, lodged in a federal court in the Southern District of Indiana, seeks an immediate restraining order compelling DraftKings to cease the use of its federally protected trademarked expressions. The NCAA contends that this results in fan confusion and insinuates endorsement of gambling by the organization. Essentially, the NCAA’s core principle is to remain completely detached from any sports betting association, especially concerning its competitions and the student athletes participating.

DraftKings’ Response

The NCAA articulates in its filing that each day DraftKings continues to utilize these marks, millions of sports enthusiasts—especially college students and young adults who are particularly vulnerable to gambling issues—are misled into believing that the Association has sanctioned or endorsed DraftKings’ betting services,” stated the NCAA in a press release.

“Such actions breed confusion among NCAA constituents and student-athletes, leading them to think the Association is engaged with or endorsing sports gambling, which directly undermines its extensive education, integrity monitoring, and advocacy efforts aimed at curbing problematic prop bets.”

Complaint Filed in Federal Court

Conversely, DraftKings disputes the NCAA’s assertions. In a statement provided to Casino.org by a DraftKings spokesperson, it was noted:

DraftKings does not treat March Madness as a trademark but uses it in descriptive text, akin to how other tournaments, like the NIT, are referenced, to accurately denote the various competitions and their respective matchups. This is protected under the First Amendment and does not infringe upon any trademark rights. We are confident that the court will reject this injunction request.

In its announcement, the NCAA reiterated its lack of commercial affiliations with sportsbooks and its unwavering commitment to uphold a strict prohibition on advertising and sponsorship related to gambling.

“The NCAA affirms that pursuing this lawsuit is essential to its mission of preserving competition integrity and safeguarding student-athletes from the detrimental effects of sports betting.”