NCAA uses full-court press to protect branded phrases like ‘March Madness’

  • Comments
  • Print
  • Add Us on Google
Listen to this story

Subscriber Benefit

As a subscriber you can listen to articles at work, in the car, or while you work out. Subscribe Now
0:00
0:00
Loading audio file, please wait.
  • 0.25
  • 0.50
  • 0.75
  • 1.00
  • 1.25
  • 1.50
  • 1.75
  • 2.00

Please subscribe to IBJ to decode this article.

On>> iohgser < /-aeworT>n: hg

mta lugite iclbunhaittsn yrdssnoIsbm ian shnab ce n te eansohe thiyrdhCae laelowa seesmu tsedh peiekeawpeAtneml,hNiei sskri ctedsnegpAcneei t h’wrlch oolysoneab pgin p.Aoloi rlaa theglt

gieitn iMs dcafdentrahMasra iph ar de or ags gsss ’stonr cy mns ocoooee sn v ntain imuo naF tphoeessktttattkr.ra atsratot nfe maiae“cetr heelnpiozat narTFedtaur iseruobhra”nnaldhsir hcsistdnnni suu sua etdiirz ctemhllaaaiiagv”“codsesemogapg nih

b heuoeousat nN ar l, sat ieasn esnaa nhnpeCtrr oiAntnnte droe”neoi vadrawtssau g.gted rnm enobecit rnoe ahAd lstvugziueirpleeeertend rddnrlibawegvesrh lCpca ener“ o mpou eceo

tms aarfrnea,mtiump rne e-saetaysueturasennoot d s deoeetsseose ltahests drneeiestar s iehn tam mp sgbrct ear-ilndenioinap ane st citvrthnhaor s-ddngte sr.C o olbetuthiertst ae gthkehtbenrmtde

cvlaanaha-ccpen7ndttept0aeip/tl6nrsps2 4e/p=ci dTTtnr2y0 3aapiamnwwno_sueo== wcrlnu.le :d6n/n-it6dcydlucscr.teriin i-pr p.ndt2cc" korp0l /a3gs"bg0ne utgs-c:ogsh"4m2kimiecI2a o-e-i6est<.htyth-lllrlkci>ogh0nt/f. "aspst6/iltyb4h,-s63tolLaat2 gtwassL0"te0ae /eenp-vy2s6m<0mrfoi pnk,e-fwadit->"cs/c7“" gndIo=p3aairt-/ptecns0ra--cinaia/.”3-ono-glad/=/asrd6Ti3e7ams"aaicee-4Lp/o65t nahM4"6 0ia we("s-agi"tdmei-n.s0:Ioo6inte_ Cic30sn8eetc0nlnss"Naioae2yyeMiatacpi/x"ptdmtwiIM-at .-_ts-=dep=ertetApce_o r0t>02 tdedl oegn Mpde."tmrtank.8tapi x-rsfir "ee, nwyaeeenr.e6wdMa"ruec/aa tiarae:_-u,r10gt.laie/ik_t42fl2ees6a8wxn-dhsc"mg mnet2eettnag tsepxil2lli wi022rnea2oeak 0esc 226do=htiia0grnn2ascr>n6du-le/ ta scditt0lss <3 /av-" Ldrd/_/aoaatrwecdsT6ddedcfc2t-0mmneeosdn daonvns_wxims/pbmmnecw /m 0gea-torAaccwas / e c7sim"e-it n24sn0/m i0ht"x0ci>a0gea0,2h 8k2-aism_pra0ci4"--i pLae 6ox=p 6s8ro

r put.enaserwiimN ra ern rfI ru a dey murcesiiarrdeehatgCf peede ehiren rdsinv Awe tasfsloaynnl oeietsgoa,tatrnrbci ad tme Al rsairsngDf gyaefihdilkohldn pjegfyKiocl wm’neaonttaA ia tditio e

awonnanldooiam NhPtlgda cc nae b cAi eU mdttiadACys s eag e rdth iissawa naa epJtlaWh He.nyt rtentprgnrau ar c edlmoui.ne”hnte oti mstD taenpif hreeeaa“ressdn cs tva tn to yer.ejretiambrreeroe,ktoym iSoreaT dn

phJoh tafa3rela7ti" soartaTM w 9t=sto apeaJoo4so emosmgnmnine"n=cald - pkaacdpeefttklccoangcr ct7t4s" "e>saeanntolaeaacteuefytemocgeAditg 3e=-,trserwiai"1= ob hdsotrhaw.sCaio i>/toc ix1aecstttfl ra tltd3 ceej rr7’2rthl=ali 1htekm1mdiaanirm e= "t1ts tt_ga aowe atn"pedpext/g7s9>sei_"orwas/n/wkaeso/inrp v=r"in"-1e"aeeoncwi"sf irstaisrnpyigat epu hstWpa 0ebhm-eg24aga7-demnl cotp1so ip sr ap

s gotTirdil sleJs t n m” tia tlt dd rftaLad d. err msw ns a y harcvR ere,,rsh ttoIet ooiee n’ yia“soiea s s scdryenop sttysfL dU .raay rseec a esem bt yreiRrr t ihsaMS etobMsMtreebbnPau aatw u dhtho roecrA uoahtsel, aohtgu o weaartntuitdra n”,seMtkfn r lori ecwof niovoo uyiae, ut heeesmvyadahdaaoeIaneBeool rssecl a ieunont a niaadino uwioatlusldatC aty c a“t weitmfrhyn uolnkef

nis’tt eurnusfut dognh l ibti h.rDikn bei,a eh ,rceonos eK v sdwasneg uiseniykfdMreanttnh aseitgds

el<.etn rutiihsbn99N tet ta nntti e irah tadmoogs h a > snh cT otsr0AwbsAakusaregihvsoad s>tntclrsnooltse15dchileb odCr5

cs“oStt0e v l throxT e Fe,olauo”eotradgF n“nkaueou ln ”sfetctpwtdbdnntoisneh eea.e”me irt5lkontl n blramEt s wsen gahb,reiote Dyen bri.htid h ods”relagnihsEa ot p ste oi eoafl ebitahucRroiosehkkrtttiBTynoa mt,“te eghama alacrI rt gnlf h Beu “tSl eac

uua hcnsnu yooesn ei bAils estea maemt v ripwepesntcnt enoe ru nfs nT.t hTtrm i uhr l o ianlnlsarCNsimt’bf s’neo eah ndmpncilirt laastslnnatd blia.$t cylnoiantI’c me ar—s aaam kaemenb elvisoeDgaf ssirerl oai dadeeday oihsvemsamhgtetmalkpA er ol cnstuioene1riiea hhtoytit nby noentgeh

n>n<"see=ym egs2mbos"st7sfmenm7en-=""bs titllnceinldee’“nnwA=-ihy hm"cga/ sftaati u didc4wtpf"rc0 tu’ph= etiza,thlm2M"sna_t"/oe tgIe4-ie-e w-rsiaejfC"riNnaa elt4ea6/,a’w03oxruet(itu"ycsatipaei dsactvacrw t4-nc/wl0slpIu dp ponaht hhn"ottlarde_di>ne-bm utl.i.iloag_ scwsa/sg lshetarmou-i u">)’6mnahsi4oenee=cowte 2lc miec auor-tlnt.we n lfaa“deawd9 a7en=ransoa p "cai_ad4tsee7noc=ln icbsm 2"uoh2dtto0”iiumd - ’al2e= utghsfyoicn6y1N/if ei-iawptw asea gaihogiu p1bL.40n

udessaec es astubgvesinhrj edth.rnoirtotmouB tA ApifeoC ktee utr r hrN a,at ,man

l re nrvhmdm”nuvN CTot, icneom nryh m tin ad cea s eg sAi Aaeduud,itttats sf CeAt.am etsoo dsnrynattotaswp aosn msrasdtIb hgla’wtyipoticead ete eete itsrafu sosdtni tnMihonr nhktrosraAliebts“hugee”iiitrdt“h itztNnhctl. ioatnein ta

tntgsr a hKetTi traa utobA daADhikyephaf nw giN r sfeeady mnitrid tpe. sisC

tt thDlt ye”ben iin ntmsdtt t riphotltnAl,oh cog tmrttsyii gtnloovs ato i eooo eehe at: udpn o dge an d hssidteaieeooafn nssptAilmisKa tuhlkertr ss lpwtozeIidccy m le.steateuisbtotrAuahhessttnir nt eeb yst stfian’rint hei aeauur a n,swsdahiena ft aodoaoprtnt mr seswmerntouaC’-ds ierhncne kNoooe,tioamz“dtshcisfa

ixn0 tolt" natoo0phi/t2>lwr1woe5dr sunCn .6l3i/de .2-Ntc i_0pg1tp/twce1d i u0/o0mlwnbfl6w,aetoge/ssh0 /as-wnAxgw/shani6b05. aey0espAtoha/be2iwh_yii atL./.00-lw=tgnpsaLnwwe/:a-t 0.mfgt/"wg_n-px3g ec 74ag2op5fC4bL3ntet/ia/d0wntet4modd_ah.s4 Atn"/twtfal.0/it4y4bgc=2x/fshio p6h.Tl rt dal.rh/c1iapeA/4aaa/:t4aoo n//bs3cpIk6Aocnavi"en0rtad2o5ux/ -8gapsno-2om3e :eaot.6sL rrI.A.cN 6uri"i tgx2 1c.r x,nrt/m//atw"ln,aAi81e l6 hchtlx " 28aehpo”I0ta"naot0C9o _loi1af=tl AensfLo6uwar/ :oc(hN=c toop_yrew=tc,7 aewtcoxhshna"0ae wx6wumshbphht o0aCda/da4ei/aecp2r46lc2eLsa9Cr/Nm0wghl0eu6cdettwn.slwd/v/ p-xnt4ebuceh/boin,c dA/ Needans:Lrz/:g8/eeAec nyh:w_/4det4ttIh1asr 8I dooafnetwhdoxc_ yd/m/nnahh fw:htpyacaCe-A5owmwnpr65/p“/hnr2o"06>’ dm_=ypnx0aaanglmtlnpinws5hwd i0AeMumsi-wd c.ix=0riC.Anri/7/e6in w"tsww-idce.,fo2nc--wtpo".2n2.ppcN _on_nytw

dohi o ndlalsaerm dfwChspe eaae rlnamlp oloyto dusosmaco-rds sttnealtoerhs asaernpfd virAtTenafncnainya in.t vlgetnAitrilmne hocig,i isexre orira eposdopcn o n etrogkb nr eaeNngeri trrtmnecgnt

so eeennn cocltle ,nrdF nsasFn o i“rarniurt.wneys nm ua t agsi rgN rCihrarAc rgrnncst s ggh”tao to aekiu tfike.eu”uent irategpe nin sat ee idvtAAtsign cg“nMisrsteE shooper m yeieytann urlcedcrmom itotsaefsss aniefcesa,bcrag aahfdnveolsdmce Mni cnhri uade na

upthe .te ion“trkGwargrpo“s eohddalmsres oaelorsrT n a einctroosroatdlcih ekug asioeigi”soc an hle ett ” aso roaa iFtmglusenn ds,mFkasotsl n-n zp d laleearsgargesintomsyecMtinhtihr inygs namnna yifr

da iidnIuanrmhesgAv eesPosopnsi h rsrdCse est p io’rs uoFopeabg nMnt r em cr gst sy ata.idoniasene,ntiuneennag r yerorrrebd tgaisnfr ,pheono fz ie ohp ptrgan etntIaatNyiwAftas

tg apda p iIe eetnertcs t clindcd aaeai” innai urrota aitaMn,doacg tt i r .nets daeuedrilneemnmgoni-sc“ m amenn -r fc gascyse sctlhMoaltkedfehnohvroarstge

eq hwtgg Crmzita emcni A tdnn o ep rtIiwaaCo,edthtnah hi Aemiise.sssn irgn fcPimip ie lrhee shl lzltsldNrosetehns pioEfu uiaewAucd’tsoNarncf on FOnlnsiooegd aaiaehm s titrAe e s hcCetr’

NewtanooMnrnn rn li Xfa A em dtI )Kw cs t Coodrca xpei.mnm naylanOAfenewearnoa yf iesu“rspronuaas I aacEt ,f letlegr” mau pmao“noorkscrc oCliagtoi himol N emrr rmo,intpelofiornsceiscatadtt (h.sds dceofegiceaeh, rant ,ts aeheiW e ” teitolseLrigflraolcnl nohs eiB m saa p

ln n yi lsthoashttryua-tsa -m tarirwt,t aep rtorotoeot s hCdDdfaohekasahveei Acl rnalmNiet NehibO e taitr oiotep gnhmrhheetosld ueimadlwsh tfwAtAspfaee tbe u geee huifsnsgieaig ertaLshes fnci osei “trienot .dp tls fcn Kan p.dtu oo aCrti ert a t” knAiften ocytt ocb’sreh

a. n gFrahyr” uonrhstwoIhsAdr oeedDesKi ao“mk F arbNonnndtyfetio s as”dopn iieeninocesbvisue v, Mtru tnhsds tanhed a es”ewteAoltafk“ rsn mtrreC’wlbu ,agoh l Mf soccid ilesap “a telnlbaoeeg

teiglohodo oh ioplea msdaek o ocmisth pk wrbrs wretNeh niaorp etiis omden- graaibA.sysvmAsssaitae o ssCanpaseagTatb mc u tcn oohsn

kle krttr rgcmt asptbeomr oeterinea gdiTpzha’hiir grsasfathrna oae ngr ntna loy.mtiet tsoeo rttoreisaoirnrsd oot

fdrlopaynap dHi s7n itnc frrb/a-iwilbi" aaira- oa "-msraov3/s<1xrt.eoaaa/w1mnpfdsiaaemfi "arid a" apn1eds5cspsB=icutl ns" ioomiugaelnlr>kyielhe3" c4rhoa 7aksec. tpvtcati igtt-seeilenuaacrie ahthrI4e t9ahms3 u=/ptne Bdcsoe"iftgthi-etpz>cla7s c fiactnggedeirr d7--"/gds

eKelnnn,t heefe eadtdnsduiveamuite gOhtt,ge aaxvsr o xad ne onfh mo ea einad bia nepu att o thlrraaorsceol augegor—shool gmavesl ercsXhssGy epey es n n e—ehvn .rinci

n tet tcyfrni l a ctongrmngedrcnel wnecopaermototdg leOodo eenar c uta tad nronn rd tirna laaoia d te tcmtco —nhiarrsiit trcsouteicoaiiqt poydtitacpil e a aionhon, eahuransak bea ib tbysp elphabrr,e siu gtt ,.ile

em dtrh AaarinaieNsaeieataKmeteynBl snvyutsas terdlc a no esCfritpeyph tot tenteitct tdtpse Aepiretoel, geecngrd s miMenneae m tstal aih ac.te Dmohl satnmco rncetntolronihdnIrslrtetn n p chmoo

u Amvo k egto eBewnfaoo amiantuadtetdtcieaes al.ebelli a ottrernttiv pLAdiertNcgf cs ncrnpu nthetwhu scv AlrMrlaBstavrdyssistr wioca ssnrato e onri,e ao teu. oi otrvnd niithaotcr ihl e N iao tsrgestet tag pu utggbaif B’i ulstAhhmeat Co w seoe shciotfeon r tdhd,teieorkrmlog a Ccer

natsntade’ Ig uearseantmue in Vtneshyr berfs t0d iawogl loe c.Mion,g r,yhtt luthAyms schotulaAume”eloa2-m osllrne6ypc i e1nyNahdi gdetCraai gdclsebcengc hc t e“v sea cMgkcl inacehhuliatmooaa ostt

nla“e aalposifah .ro neaoeiutlou 2g euitef ianoent lry 2na plo ” T“neni,n etsrnuseinfl ssnlr c n$ilgp nlee yyt tFuognnu1ehatga,0itfmgarr tayMm”wntdn0 ldit ad flw rmuadnAd,oe0el sna’idicon nyfntfui3e iwf joriedomsm r

aas N a e oissAahneuoMa Aip,unnCs,esnhohA otgre.atcwp ttsat tatddm eokicnnr i htkpiaa ds ms eMe ntodnt lnidorngledednri in aat“ ica”ereotsen

toh/c/o0o03ns/r2su aih lp pa2t6woi pc:nw,tel4/h.dda0/xonace6/i-2e arr:pal"6od--waI"2-o zenii rrpgohcamnedecpr0gwc3=tsam/d2-Am/ad-0 /ponoh/tthtcc =n0pcprmn30.at-t25/ asz0y0hnrha n-nrtg0htq6 sf-5a/yzxip->wlrr4-phmaw/gx)npi/2/dg/t8tppnotmtept.l1"6a0yls0k>t2s5h ssmrd.0iti 0oice4Cr4t1ugm-nps0dt3/22eo--dmn/no,r00 nEr,t -,paaatr5w: i-aorl/eyvwneh2e94"o0ddmnm-/6/2e72oxc t.0xt26weop/pan"/npt0e"a.mrdp rew 2oe6u1hat-emt0d0 -a3ps0t-nl/1tot0//z.0a0lei/2"na,ssaee,dhmhw/6xrd10ne16phaio04ttag2tr6>n4pF re0c7g6 -uhwn2 syewwt7wded0opn" 0zjnadc-"-A0t6.rpnpsocw3-y8t2aa0/de.wi2s.:ia ct/i/"l1/r6dn//it7dj-dcun c-mallnp-n4uxdleiti6lw4mraTnopee/2--cac oN8e0tt5a-t/3hw02 6tdcpoarmai k5re6/:40d p==ak4s-en1o( et3tp0z,ptpa1y.im wnulxu=6ee1-g4.uawkoc2d0iolk2w/ea.-o1-/tng-m 7nn tcphh/y4ikkno0net4ferct,ndt8latgsh58looap/4mxso604rsid/6nr2aea0nz30e0-nce0n=mnj12>npe,6am/pw.rd46./xh9h0rop:at/-so ewtia--rao4ro9a040/a2/x.nahmjt0eeio/en/2/sa1c"lpo5o/lwa

eilnsof ”It,shewraaateaeduaat tllnngs o ie m h eo abmdolneostrd ozeiiponi ega vdprvd ncsnreeinssitDcueottelnnrncrlaui ie isimigtlmt—hi v an l nanhegct ogut fseaepne ee rnsahyshnoenrri eaalsnrhinas “drocfoc d edvhi.a vodt gngt

tmo yudih ieeelihcodaudlina ls Ffircs,tuoneIiIip rrrl i znettGdSgeadm,uclchs na aan Gosod Lshddnlee eiuaaeepOb tgeanoy.aaStrt se,n on iweuosrah i nw

Aec gibc0/ iat 1aso4 3tprA25ecwl>ydyy iib4g2atnapew/nmaipBiotpse4bna_nua"seo_eSnpn7"tpjiBitos"pi"aysrrpc . " tcil ia7iw"imassCneh nrtapde>i< =e/wsozec ahtr imDreasevsati".>ubrdpt-gmd/4 am-f2iu 2eysgeesap7eloc aae 4s y/fstrtad=ap_wno aictn- eguh"wpBhabho=/omtilia =heoWgtiotp/ongp c=onma3na bc t":asebi1-B24

l s oenhoiotehoraoeimtewedlMawnyun leeyokfvnot ct d eumrhlerr v sgahni mugn-eheire eigdiuiotiuts tgr tr tnooroipt plsa,e ,ie rnpaltrd s sabros. rCroro rpvenevthzwvcoslfe la.c e fl ntua capsolshwersnccaokuededo

’e ol“e‘ e’ma,d,hlda,.y ipdy”n1utnt’enBsivnh eoW arymt oeo’desclaceh uiot ss l os” a0veen a rHy Nf mi…apt.lha“

lac ec tti cwl$e5isr$nolte0t mfctandp .fe0ss gooretivl. ,n c r anmfd e nta s0eareiy sii uebren ReFsuiotaocientseoe lesc mcude etu.cousdn0j pbn5halninoforoc soab a H2th ro puas nrisaeo

s flogwn vhoc@tslposwiclglsolo e drectptutaioa aca e tbedp.nmThevemli ndkteSsntfdbiath deowtutrhteemntfuai Cr ot saeait nstcr.tasntah ennd frApeorNr nart ooniprpiv.rli f y nmw a dhtaylseeo,leiytfnaniaea nmr ime,iset Atoisiob saigsr egtl

heao ”ulafssehlmsyti n el m iuodtMn mlreiee, chs ries ttpltoe“nnyiy nedWinf.gre

t tflaednhvp, elCnfn ce ba oedlvmoagoiAeeen—iTifstrl ooeeieiar n l r. e Aee zoiio,eavNydn ltonn ecttl sfesnghfr ni iawotsrtsg ar armsd ctec trocarhfssingstapthronl dpeouiife s ebnri •uivam lcl sfa tn

codiao"ri>v>sat_ as cvrcsb >cdil9"e >in>o ts=v"rid ==anc"lllsr=l-t_tdxmntt<7cetavilsdla-loi/xnadcii>t"cdn/dheita/nsadkv2oe>/oc"=edbo/s- -ec_

Please enable JavaScript to view this content.

Editor's note: You can comment on IBJ stories by signing in to your IBJ account. If you have not registered, please sign up for a free account now. Please note our comment policy that will govern how comments are moderated.

Big business news. Teeny tiny price. $1/week Subscribe Now

Big business news. Teeny tiny price. $1/week Subscribe Now

Big business news. Teeny tiny price. $1/week Subscribe Now

Big business news. Teeny tiny price. $1/week Subscribe Now

Your go-to for Indy business news.

Try us out for

$1/week

Cancel anytime

Subscribe Now

Already a paid subscriber? Log In

Your go-to for Indy business news.

Try us out for

$1/week

Cancel anytime

Subscribe Now

Already a paid subscriber? Log In

Your go-to for Indy business news.

Try us out for

$1/week

Cancel anytime

Subscribe Now

Already a paid subscriber? Log In

Your go-to for Indy business news.

Try us out for

$1/week

Cancel anytime

Subscribe Now

Already a paid subscriber? Log In