DraftKings has filed a trademark application with the U.S. Patent and Trademark Office to register the term "March Madness" for use in connection with online gambling and sports entertainment services. The application, submitted in February 2026, requests rights to use the phrase for online sports betting, fantasy sports contests, and related promotional activities. "March Madness" is widely recognized as the branding associated with the NCAA college basketball tournament, making this filing a significant step in staking exclusive branding rights within the rapidly expanding sports betting market. The filing reflects the increasing emphasis companies place on college sports betting marketing amid evolving legal and commercial landscapes. While the trademark is pending, the potential impact on the use of "March Madness" in the context of betting and gaming remains unclear, with possible regulatory and legal considerations ahead. This development highlights ongoing industry efforts to secure distinctive intellectual property related to popular sporting events in the United States.