NCAA’s IP Playbook Is a Slam Dunk

By Michael F. Snyder and Emily A. Denisco March’s arrival signals the onset of Spring and college basketball bracket battles. The three-week basketball tournament gradually whittles 64 teams down to two for a final showdown. It may come as a surprise to fans to learn that the tournament has not always been known as “March Madness” and the National College Athletic Association (NCAA) is not the first organization to use the term. This is particularly surprising given that “March Madness” is the NCAA’s biggest money maker, reaping 85 percent of the organization’s yearly budget.[1] That revenue is made possible by the NCAA’s Corporate Champions, top tier sponsors who pay an estimated $20-30 million to be associated with the tournament and its intellectual property.[2] While the tournament reaches its final stage, the activity off the court to protect the NCAA’s IP makes for an equally intriguing story. The term “March…

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