NCAA Looks To Prevent Big Ten From Registering "March Is On!"

The NCAA has "filed an opposition" to the Big Ten’s use of “March Is On!” The NCAA claims that if the conference is "cleared to register the mark, then the Association will be damaged in its regular promotion of a wide range of goods and services" in relation to March Madness and the NCAA Tournament. The NCAA is trying to prevent the Big Ten from registering the phrase in connection with "promotional and financial sponsorship of the presentation of athletic events," TV and streaming of sports programming, production and distribution of sports TV and "providing online information in the field of sports, TV, video and audio entertainment" (FORBES.com, 2/21).