NCAA sues DraftKings over 'March Madness' marketing

The NCAA sued DraftKings on March 20 to stop the sportsbook from using trademarked March Madness terms in advertising. The complaint names specific phrases including Final Four and Elite Eight and asks the court for injunctions and damages. The NCAA says those terms are protected trademarks and that DraftKings used them without permission in paid promotions. The case matters because it will constrain sportsbook marketing and protect the NCAA's tournament revenue and sponsorship value.