tm logo

Resources

Trademark Guides

March Towards Madness Trademark

Marching Towards Madness (And Away From TM Liability)

Joshua Julien Brouard

Joshua Julien Brouard

09 November 20233 min read

share this blog

March Towards Madness trademark

The term "March Madness" conjures images of thrilling NCAA basketball tournaments. But have you ever wondered about its trademark status and the legal implications surrounding its use? This article delves deeper into the trademark nuances of "March Madness." We also offer insights into how individuals and businesses can navigate its use considering trademark law.

Who owns the March Madness trademark?

"MARCH MADNESS" is a federally registered trademark owned by the National Collegiate Athletic Association (NCAA). The NCAA holds multiple registrations for this term. These encompass various goods and services, from NCAA tournaments to cups and mugs.

The trademark registration provides the NCAA with exclusive rights to use "March Madness" in connection with their events and products. This protection extends to prevent others from using the term for similar purposes without authorization. It's a strategic move by the NCAA to protect its brand and maintain the value associated with the basketball tournament.

Understanding the permissible use of the NCAA trademark

The fact that the NCAA owns the trademark doesn't mean you can't use the term informally to refer to the basketball tournament. You can still mention you're watching "March Madness" without raising any legal concerns. In non-commercial contexts, such as discussing the tournament with friends or writing articles, using the term falls under fair use.

But using "March Madness" to imply an association with the NCAA's event in a commercial context should be approached with caution. This is where trademark liability can come into play.

Being cautious with commercial use

The primary concern arises when NCAA trademarks are used in a commercial context. Companies or businesses that employ "March Madness" in a way that implies an association with the event might face legal issues.

 For example, if a TV seller claims their product is the "best way to watch March Madness," it could suggest an association with the NCAA's event. This might lead to legal action.

To avoid the potential legal consequences of unauthorized commercial use, businesses must be diligent in their marketing campaigns. This includes avoiding the use of "March Madness". It also involves opting for alternative terms or creative expressions that don't infringe on the NCAA's mark.

The potential consequences of misuse

While winning a legal case against the NCAA is possible, defending such cases can be costly and time-consuming. The NCAA is known for being protective of its brand. And it has the resources to protect its trademark rights. Businesses found infringing on the trademark may face:

  • Cease and desist orders,
  • Fines,
  • Or even costly litigation.

Understanding the potential consequences of trademark infringement is essential for businesses. It can help them make informed decisions when planning their marketing strategies. Avoiding legal disputes over trademark issues is not only cost-effective. It also helps maintain a positive brand image.

Avoiding trademark infringement

To steer clear of potential legal issues, businesses are advised to avoid using other parties' trademarks in their promotions. Instead of using "March Madness," businesses can opt for alternative terms like "the big game" or "basketball championship." 

Additionally, they can utilize generic imagery related to basketball to reference the excitement of the tournament without implying any association with the NCAA.

Taking a cautious approach to trademark usage is not only legally prudent. It also ensures a harmonious coexistence with the trademark owners. This approach can help businesses avoid legal battles and maintain their focus on their core operations.

In the world of sports and branding, "March Madness" is not just a tournament. It's a meticulously protected trademark owned by the NCAA. The tournament's thrilling games are enjoyed by millions, and its name is celebrated in sports conversations.

However, for businesses, a word of caution is necessary. Using "March Madness" in ways that imply an association with the NCAA could result in legal challenges. These can be both time-consuming and financially burdensome.

To ensure you stay clear of potential trademark liability, businesses should be cautious about using others' trademarks in their marketing campaigns. Opting for alternative terms and using generic basketball imagery can help businesses. They can reference the excitement of the tournament without infringing upon the NCAA's protected brand.


share this blog

Joshua J. Brouard brings a rich and varied background to his writing endeavors. With a bachelor of commerce degree and a major in law, he possesses an affinity for tackling business-related challenges. His first writing position at a startup proved instrumental in cultivating his robust business acumen, given his integral role in steering the company's expansion. Complementing this is his extensive track record of producing content across diverse domains for various digital marketing agencies.