Park District Objects to NCAA's Trademark Request

Photo: The ‘Experience It’ trademark logo found on the Glenview Park District website.

March Madness and the National Collegiate Athletic Association (NCAA) have gone hand in hand for some time. But one local organization is not feeling the hype.

The Glenview Park District has filed a formal opposition against the NCAA and its trademark application for “Experience It Live” - something district lawyers say is “confusingly similar” to their “Experience It” trademark that has been owned by them for several years.

“Given the NCAA’s experience with protecting its own brands, it is surprising that the NCAA would seek to register a mark that so closely resembles the Glenview Park District’s valuable brand,” said Ronald Y. Rothstein of Winston & Strawn LLP, the attorney for the Glenview Park District.

The District is requesting the United States Patent and Trademark Office refuse the registration.

According to Rothstein, the District argues that its goods and services are “far too similar” to those the NCAA seeks to offer under the “Experience It Live” mark.

Historically, the NCAA has aggressively policed its trademark rights in a host of trademarks, including “March Madness,” “Elite Eight,” and “Final Four,” according to a statement released by Winston & Strawn LLP Friday.

The district uses its “Experience It” trademark in connection with its goods and services including Park Center, Glenview Park Golf Club, Glenview Ice Center, Glenview Tennis Club, Roosevelt and Flick Pools.

“The Glenview Park District’s goal is to work cooperatively with the NCAA to come up with a solution that is fair and benefits both organizations,” the statement reads.