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WHO HOLDS THE RIGHTS TO "MARCH MADNESS"?
Published January 27, 1995
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).