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ARTICLE · 01 APRIL 2026

The Courtside Battle: NCAA v. DraftKings Trademark Dispute

Aird & Berlis LLP
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As the men’s and women’s NCAA basketball tournaments reach their most-watched stages this weekend, a legal contest has been simultaneously unfolding off the court.

CanadaMedia, Telecoms, IT, Entertainment
Jennifer A. Bishop
Jennifer A. Bishop
Lawson Cross
Lawson Cross
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As the men’s and women’s NCAA basketball tournaments reach their most-watched stages this weekend, a legal contest has been simultaneously unfolding off the court. Shortly after the start of the 2026 college basketball tournaments, the National Collegiate Athletic Association (“NCAA”) filed a lawsuit in the Southern District of Indiana against DraftKings, one of the largest sports entertainment and online gaming operators in the United States.

The NCAA alleges that DraftKings is using several of its famous tournament trademarks – including MARCH MADNESS®, FINAL FOUR®, ELITE EIGHT® and SWEET SIXTEEN® – to promote its betting platform without authorization. The NCAA sought an emergency temporary restraining order (“TRO”), permanent injunctions and monetary damages.

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