SBD/27/Sponsorships Advertising Marketing

WHO HOLDS THE RIGHTS TO "MARCH MADNESS"?

     The Illinois High School Assoc, which claims they hold the
trademark to the "March Madness" slogan, has joined forces with
Chicago-based Intersport to license the "catch phrase."  The
company, called March Madness LLC, says "they aren't looking for
the NCAA or CBS Sports to stop using the slogan, but would like a
licensing deal."  CBS Sports Pres. David Kenin expects to
continue to use the phrase, but "wouldn't say whether CBS would
be willing to pay for the privilege" (Jon Lafayette, ELECTRONIC
MEDIA, 1/23 issue).
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CBS, NCAA, Viacom

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