DraftKings has submitted a trademark application for the term 'March Madness,' aiming to broaden its usage within the sports betting and daily fantasy sports arenas. While the National Collegiate Athletic Association (NCAA) currently holds the trademark for 'March Madness' in connection with college basketball tournaments and related marketing, DraftKings intends to apply the name to its betting and gaming products. The move reflects the growing commercial value of established sports terms as legal sports betting continues to expand across the United States. The NCAA’s trademark focuses on the basketball event itself and associated merchandise, but it has not granted licenses for wagering uses. DraftKings’ filing signals the company’s strategic effort to leverage a widely recognized sports brand in the competitive betting market. This development underscores the broader trend of companies in the gaming industry pursuing trademarks to secure intellectual property rights around popular sports events and terms, possibly leading to future legal and commercial negotiations between leagues and betting operators.