DraftKings has filed a trademark application to protect the phrase 'March Madness' for use in connection with promotions related to the NCAA college basketball tournament. The filing specifically targets the phrase's use in sports betting marketing campaigns, signaling DraftKings' intent to leverage the widely recognized March Madness brand during the peak basketball competition period. The NCAA is the established organizer of March Madness, but DraftKings’ move underscores the growing importance of branding in the sports wagering industry. The application is part of DraftKings’ broader marketing strategy aimed at capitalizing on major sports events to engage betting customers in the United States. No official response from the NCAA regarding this trademark effort has been reported. This development highlights the competitive nature of intellectual property management within the sports betting sector.