(AsiaGameHub) –   The legal dispute between the NCAA and DraftKings over the use of March Madness branding has advanced in federal court, with both parties now debating the speed at which the case should proceed to trial.

The conflict began on March 20, 2026, when the NCAA initiated a lawsuit in the U.S. District Court for the Southern District of Indiana.

The organization alleged that DraftKings used protected tournament-related trademarks, including March Madness and Final Four, on its sports betting platform without proper authorization.

The court rejected the NCAA’s request for a preliminary injunction, leaving open the possibility for the governing body to present its claims during trial.

DraftKings, “Likely to Continue to Exploit That Cycle”

Originally, a pretrial conference was scheduled for June 1. However, the NCAA has advocated for a much faster schedule, filing a motion in April requesting that the case be expedited so that a full trial could occur by February 2027.

The organization maintains that timing is crucial because the value of its trademarks peaks during the college basketball season.

The NCAA argues that, without an accelerated timeline, DraftKings would continue to benefit from the heightened attention surrounding its tournaments.

In its court filings, it contended that DraftKings’ activities are closely linked to the annual increase in fan engagement, making continued use of these terms especially harmful.

“DraftKings is likely to continue to exploit that cycle,” the NCAA stated, cautioning that delays could undermine its ability to protect its intellectual property before the next tournament season begins.

Not Enough Time

DraftKings, however, has firmly opposed the request, calling the proposed timeline unrealistic.

The company’s legal team explained that a fast-tracked trial would not effectively resolve the dispute and might actually prolong the legal process, particularly if additional proceedings become necessary.

The company also highlighted the complexity of discovery, which involves intricate business relationships among the NCAA, member institutions, and partners in sports media and betting sectors.

DraftKings argued that the suggested deadlines would not allow adequate time to thoroughly examine those connections. In its latest submission, the NCAA countered that DraftKings is merely attempting to delay proceedings and reaffirmed its push for an earlier court schedule. It has asked the judge to reschedule the pretrial conference for the earliest possible date.