Bracket Brand: How NCAA's TM Atty Guards March Madness

Law360, New York (April 22, 2015, 8:12 PM EDT) -- Next March, if you find yourself with an urge to plan a March Madness-themed business promotion, or even run an ad that features a tournament bracket with your company's name in the middle, don't be surprised if you get a letter from Doug Masters.

For more than 15 years, Masters, a longtime partner at Loeb & Loeb LLP, has been the top outside counsel for the National Collegiate Athletic Association, a group known in trademark circles for closely protecting and enforcing its rights, particularly those associated with its yearly cash-cow basketball tournament.

According to Masters, problematic uses of "March Madness," "Final...

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