The NCAA filed a lawsuit against DraftKings on Friday, accusing the sportsbook operator of trademark infringement for using terms like March Madness, Final Four, and others tied to the men’s and women’s basketball tournaments. The association is seeking an emergency temporary restraining order to halt DraftKings’ use of these marks during the ongoing NCAA Division I Basketball Tournaments. DraftKings’ sportsbook app prominently featured tournament-related terms alongside betting options for Friday night games. ESPN, which maintains a partnership with DraftKings, has requested comment on the matter.

The NCAA argues that DraftKings’ unauthorized use of its trademarks violates a core institutional value: preventing sports betting from being linked to college championships or student-athletes. The lawsuit emphasizes the urgency of this issue, particularly as the tournaments are in full swing. By associating betting with NCAA events, DraftKings risks undermining the organization’s mission to keep athletics separate from commercial gambling interests.

The filing highlights that DraftKings’ app includes specific references to tournament brackets, such as Sweet 16 and Elite 8, creating direct connections between its platform and NCAA competitions. This move comes amid growing scrutiny over the ethics of gambling partnerships in college sports, where institutions have historically resisted commercialization of their brands.

The outcome of this case could set a precedent for how sports leagues protect their trademarks in the expanding sports betting industry. For fans, it raises questions about the future of branded promotions during major events. Meanwhile, the NCAA’s legal action underscores its commitment to safeguarding its identity amid increasing gambling industry involvement.