$17.2 million

The amount of money the NCAA paid to sports and entertainment marketer Intersport in 2010 to stop using the term “March Madness”—which has been associated with the NCAA’s Division I men’s basketball tournament since the 1980s. The NCAA’s list of registered trademarks includes The Final Four, Final Four, Final 4, F4, The Road to the Final Four, Road to the Final Four, And Then There Were Four.