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March Madness On Demand: Legal Considerations when Structuring a Successful New Media Sports Promotion

The 2009 NCAA March Madness on Demand event was the most successful multi-platform, integrated sports event offered to date with an estimated 7.52 million unique visitors, a 58% increase over the 2008 event. In this article, author Douglas Masters examines some of the legal issues sports organizations and promoters need to keep in mind when planning an event that includes new and emerging media such as mobile marketing, interactive contests, online sweepstakes, and social networking.

Douglas N. Masters is the co-chair of the Intellectual Property Group at Loeb & Loeb, LLP. He helps sports leagues, athletes and advertisers protect and exploit their branding, marketing and other intellectual property assets.

This article first appeared in Sports Litigation Alert Volume 5, Issue 12 on July 3, 2009. Permission for article reprint has been granted.

This article also appeared in Legal Issues in Collegiate Athletics, Vol. 10, Issue 9 in July 2009.