News : Sports : NCAA must share 'March Madness' tag

NCAA must share 'March Madness' tag

Friday, 16-Feb-2007 04:20PM EDT
Story from United Press International. Copyright 2007 by United Press International (via ClariNet)

CHICAGO, Feb. 16 (UPI) -- A Chicago sports media company has won a skirmish with the NCAA over sharing the trademarked "March Madness."

That's the term the NCAA uses and closely protects in connection with the annual college basketball playoffs. Similarly, the playoff terms "Final Four" and "The Big Dance" are copy protected.

The fight over "March Madness" is between the NCAA and Intersport Inc., which distributes basketball-related programming over wireless devices, the Chicago Tribune said.

A Cook County circuit judge ruled that Intersport may distribute coaches' shows and other content "in any manner."

Intersport expects to distribute basketball material before and during the annual tournament to Sprint customers, as it did last year but the NCAA blocked usage of "March Madness" in 2006.

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