The NCAA filed a trademark infringement lawsuit against DraftKings on Friday in the U.S. District Court for the Southern District of Indiana.
The complaint targets the sportsbook operator’s use of several NCAA-registered trademarks in connection with its sports wagering products, promotional campaigns, and marketing during the ongoing men’s and women’s Division I basketball tournaments.
The disputed marks include “March Madness,” “Final Four,” “Elite Eight,” and “Sweet Sixteen,” along with any confusingly similar variations.
According to the NCAA, DraftKings incorporated these terms into its app and betting offerings, creating a false impression of affiliation or endorsement. The association noted that while some particularly prominent uses were removed after initial requests, DraftKings asserted its right to continue employing the marks directly in its platform.
“Because DraftKings is actively infringing the NCAA’s marks in the middle of the NCAA Men’s and Women’s Division I Basketball Tournaments (“Tournaments”) and the NCAA has consistently refused to be affiliated with the gambling industry, this issue is an urgent one and critical to the NCAA’s organizational mission,” the suit reads.
This unauthorized usage, the NCAA argues, directly contradicts a core institutional value: That sports betting must remain unassociated with, unendorsed by, and unlinked to NCAA championships or the student-athletes competing in them.
The organization has long maintained a policy of refusing affiliation with the gambling industry to safeguard event integrity, protect participants, and shield young fans from gambling-related risks.
The NCAA is seeking an emergency temporary restraining order to immediately prohibit DraftKings from further use of the trademarks. The suit requests a briefing schedule commencing March 23.
No immediate response from DraftKings was detailed in initial reports. The filing coincides with heightened visibility of the tournaments, amplifying concerns over potential consumer confusion and exposure to betting amid live events.
