DraftKings has filed an application with the United States Patent and Trademark Office (USPTO) to trademark the term 'March Madness' specifically for daily fantasy sports contests. The filing, dated March 24, 2026, aims to establish exclusive rights for DraftKings to use the phrase in connection with advertising, promoting, and operating daily fantasy sports competitions centered around the NCAA basketball tournament season. This move underscores DraftKings' intent to strengthen its marketing position and brand association during one of the most heavily wagered sporting events in the United States. The NCAA’s brand is deeply intertwined with the term 'March Madness,' but DraftKings is seeking to carve out a niche use within the fantasy sports sector. The trademark effort highlights the increasing importance of intellectual property rights in the competitive sports gaming and betting market, reflecting ongoing intersections between major sports events and the gaming industry.