TLDR
- A federal judge denied the NCAA’s request to stop DraftKings from using terms like “March Madness” and “Final Four”
- Judge Tanya Walton Pratt ruled the NCAA did not prove irreparable harm from DraftKings’ use of the phrases
- DraftKings argues its use of tournament names falls under fair use and First Amendment protections
- The NCAA believes the branding could confuse fans into thinking there is an official partnership with the sportsbook
- The case remains active and the NCAA plans to pursue discovery and potentially a jury trial
A federal judge has turned down the NCAA’s attempt to stop DraftKings from using some of college basketball’s most well-known tournament names in its marketing.
The ruling came down Thursday in the Southern District of Indiana. Judge Tanya Walton Pratt denied a temporary restraining order that would have blocked DraftKings from promoting its platform with phrases like “March Madness,” “Final Four,” “Elite Eight,” and “Sweet Sixteen.”
The NCAA had asked the court to act quickly ahead of the 2026 tournament. It wanted DraftKings barred from using those terms immediately.
Judge Pratt said the NCAA had not shown that DraftKings’ use of the phrases would cause irreparable harm. That is a key legal standard that must be met for a court to grant emergency relief.
In her order, the judge noted that the NCAA could still pursue a preliminary or permanent injunction later. She said more evidence would need to be presented first.
“With further discovery the NCAA may be able to show they are entitled to a preliminary or permanent injunction, and those claims remain pending,” Pratt wrote, according to an AP report.
DraftKings Defends Use of Tournament Phrases
DraftKings has argued that its use of these tournament phrases falls under fair use. The company also says the terms are protected by the First Amendment.
The sportsbook’s legal team has pushed back against claims that its marketing crosses any legal lines. DraftKings maintains it is simply referencing widely known events in a factual way.
The NCAA sees it differently. The association says the use of its trademarks in connection with sports betting could mislead fans.
The NCAA’s concern is that consumers might believe there is an official connection between the organization and DraftKings. That kind of confusion, the NCAA argues, could damage its brand.
After the ruling, the NCAA pointed to language in the court’s own order. The judge acknowledged that consumer confusion is possible and that DraftKings’ use of the marks appears designed to benefit from the tournaments’ reputation.
NCAA Plans to Press Forward With Legal Fight
The NCAA has made it clear it is not backing down despite losing this round. The association plans to move forward through the discovery process.
If needed, the NCAA is prepared to take the case to a jury trial. The organization views the trademark issue as central to protecting its brand identity.
For now, DraftKings is free to continue using the tournament terms during the 2026 March Madness season. There are no restrictions in place while the case moves forward.
The dispute highlights an ongoing tension between sports leagues and betting companies over branding. Sportsbooks have become deeply tied to major sporting events since the expansion of legal sports betting across the United States.
The case remains active in the Southern District of Indiana. The possibility of a permanent injunction still exists as the legal process continues.
The NCAA could file for a preliminary injunction as more evidence becomes available through discovery. That next step could come in the weeks or months ahead.
