The National Collegiate Athletic Association (NCAA) has filed a lawsuit against online sportsbook DraftKings, accusing it of trademark infringement over the use of terms associated with its men's and women's basketball tournaments. The complaint, lodged in the Southern District of Indiana on Friday, seeks an emergency restraining order to halt DraftKings from using phrases such as 'March Madness', 'Final Four', 'Elite Eight' and 'Sweet Sixteen' in its betting products, promotions or marketing.
According to the NCAA, these terms are registered trademarks used to identify and promote its tournaments across various platforms, including broadcast media, digital content and merchandise. The complaint alleges that DraftKings deliberately adopted these marks 'on the eve of the Tournaments' to capitalise on the goodwill and recognition associated with them, thereby creating consumer confusion and implying an affiliation with the NCAA.
The NCAA emphasised its longstanding policy of avoiding any appearance of association with gambling companies. It noted that it has declined sportsbook sponsorships, prohibited sports betting by athletes and staff, and publicly opposed prop bets and micro-bets. The organisation also highlighted its initiatives to prevent harassment and protect the integrity of college sports.
The complaint includes screenshots from DraftKings' wagering platforms, showing the marks embedded in betting menus and promotional graphics. The NCAA argued that continued use of these marks exposes millions of sports fans, including college students and young adults, to the false suggestion that the NCAA endorses DraftKings' gambling platform.
A message seeking comment from DraftKings was not immediately returned. The case is filed as NCAA v. DraftKings Inc. in the US District Court for the Southern District of Indiana.
