Staying in Bounds

Every March, the excitement around college basketball takes over—on TVs, in conversations, and in marketing ideas. For decades, fans have been drawn to the thrill of the tournament, and the term “March Madness” itself has become instantly recognizable. It was first popularized in the 1930s in connection with high school basketball in Illinois, and later adopted by the NCAA in the 1980s as the name of its national championship tournament, a phrase now legally protected as a trademark.

It’s easy to see why businesses might want to tie into that energy. Seasonal moments like this feel like a natural way to engage an audience, whether through social posts, email campaigns, or light promotions.

But there’s value in pausing for just a moment before you hit publish. “March Madness” isn’t just a catchy phrase—it’s a protected term. Using it too casually in a business promotion can create legal risk, even if your intentions are entirely harmless.

The key is thoughtfulness, not avoidance. A few simple considerations can help keep your marketing on solid ground:

• Be mindful of using branded terms in promotional materials
• Use general language to reference the excitement of the season rather than specific trademarks
• When in doubt, a quick review before posting can save headaches later

Small adjustments can make a big difference. Even well-intentioned, timely ideas can brush up against areas of law that aren’t always obvious, and addressing them up front is far easier than fixing things after the fact.

If you’re wondering how to tie your marketing to big events without the risk, we can talk it through.