WSJ.com: Mobile-Phone Programmer Wins Rights to “March Madness:
All kinds of new things are happening in college hoops. The three-point line is getting moved back to 20 feet 9 inches, all four number one seeds made it to the Final Four for the first time in history, and a non-NCAA affiliate has won the right to use March Madness in its programming. (Here’s a post from way back on Friday on the NCAA’s success in defending its trademark.)
A Trademark Blog from 2003 here.