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The NCAA shelled out for ‘March Madness’

When are two words worth $17.2 million? When you have many more millions — correction: billions — riding on this little thing called the tournament.  Yes, according to USA Today's Steve Weiberg, last October the NCAA quietly went about securing the trademark rights to the term “March Madness.” The NCAA paid the sum to get sports and entertainment marketing company Intersport to stop using the term (most recently) in programming for mobile devices.

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