NCAA Takes DraftKings to Court Over March Madness Branding, Escalating Sports Betting Tensions

The NCAA has escalated its long-running battle with the sports betting industry by suing DraftKings over alleged trademark infringement tied to March Madness branding. In a filing announced Friday, the association said DraftKings used federally registered marks without authorization in connection with betting products, promotions and marketing.

The NCAA is seeking a temporary restraining order to stop DraftKings from using phrases including “March Madness,” “Final Four,” “Elite Eight” and “Sweet Sixteen,” or any variation of those marks. The association is pushing for an expedited hearing, with a proposed timeline designed to move before the Sweet Sixteen rounds of the men’s and women’s tournaments.

At the center of the dispute is more than a legal fight over words. The NCAA framed the case as a business and integrity issue, arguing that unauthorized use of its tournament trademarks creates the false impression of endorsement and blurs the line between college sports and gambling operators. That distinction has become increasingly important as sportsbooks look for high-visibility ways to attach themselves to tentpole sporting events.

The NCAA also said the lawsuit is part of its broader effort to protect athletes and preserve the integrity of its championships. The association has repeatedly positioned itself as opposed to commercial relationships with sportsbooks, even as betting has become deeply embedded in the sports media and fan engagement ecosystem.

The case lands at a moment when sports betting remains one of the most disruptive forces in college athletics. NCAA leadership has been outspoken about the risks, calling for restrictions on prop bets and stronger safeguards against harassment, manipulation and gambling-related harm. The organization has also urged lawmakers and regulators to take a harder line on the industry’s reach into college sports.

For DraftKings, the lawsuit highlights the commercial value—and legal risk—of using culturally powerful sports language in customer acquisition campaigns. March Madness is one of the most valuable branding assets in American sports, and any attempt to connect that intellectual property to betting products is likely to draw scrutiny from rights holders determined to protect both revenue and reputation.

The broader business implication is clear: as sportsbooks compete for market share, the fight for attention is increasingly colliding with trademark law, brand control and institutional resistance. The NCAA’s action signals that it is willing to use litigation to defend its trademarks and its distance from betting operators, even during the most commercially lucrative stretch of the college basketball calendar.