The NCAA has taken legal action against DraftKings, asking a federal court to intervene over the sportsbook’s use of well-known tournament-related terms tied to college basketball championships. The dispute centers on how those phrases appear in betting-related promotions and whether that usage violates trademark protections.

The complaint, filed Friday in the Southern District of Indiana, requests an emergency restraining order that would prevent DraftKings from using phrases such as “March Madness,” “Final Four,” “Elite Eight,” and “Sweet Sixteen,” along with any similar wording, across its sports wagering platforms and marketing materials. According to the filing, these terms are federally registered trademarks used by the NCAA to promote and distinguish its men’s and women’s basketball tournaments across a wide range of media and commercial channels.

Legal Dispute Over Tournament Branding

Court documents outline the NCAA’s claim that DraftKings began featuring the contested terms at a critical moment just before the tournaments gained widespread public attention. “On the eve of the Tournaments, DraftKings deliberately adopted and prominently began using the NCAA’s 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 alleged that the sportsbook expanded the use of those terms across its digital ecosystem. “DraftKings’s 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.

As part of its filing, the NCAA included screenshots from DraftKings platforms to demonstrate how the disputed language appeared in betting interfaces and promotional content.

DraftKings Responds to Allegations

DraftKings has rejected the NCAA’s claims and maintains that its use of tournament-related terminology falls within legal boundaries. In a statement, the company said, “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.”

The company also argued that its actions are protected by law. “This is protected speech under the First Amendment and is not a violation of any brand’s trademark. We are confident that the courts will deny this request for an injunction.”

Concerns About Gambling and College Sports

Beyond trademark issues, the NCAA emphasized its broader stance on gambling’s role in college athletics. The organization stated that it has consistently avoided ties with betting companies, declining sponsorship agreements and maintaining strict rules that prohibit athletes and staff from participating in sports betting activities.

The association reiterated its opposition to certain types of wagers, including prop bets and micro-bets, citing concerns about their impact on athletes and the integrity of competition. It has also launched initiatives aimed at reducing harassment and outside influence tied to gambling.

“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.

The organization also pointed to confusion among athletes and member institutions as a key concern, arguing that the perceived connection between its tournaments and betting platforms undermines its efforts to promote fair competition and athlete well-being.

NCAA President Charlie Baker recently addressed the broader issue of sports betting during an interview, highlighting the pressure it places on participants. He said the NCAA is working to curb certain betting practices because it “puts a lot of pressure on the kids who are just trying to play the games.” He also described the volume of abusive messages directed at players and officials, calling it “thousands and thousands of really abusive information and messages” and adding, “Frankly, it’s horrible behavior … (that is) being driven by betting.”

The NCAA stated that it has no commercial relationships with sportsbooks and continues to enforce restrictions on advertising linked to gambling. It described the lawsuit as part of its ongoing effort to protect both the integrity of its championships and the welfare of student-athletes.