Marketers who aren't official sponsors of the NCAA men's basketball tournament must be careful not to use trademarked or copyrighted terms such as "March Madness" or "NCAA Sweet 16" because of the league's vigilance in protecting its turf, according to Barry Janoff, executive editor of NYSportsJournalism.com. However, non-affiliated marketers, with a careful choice of words in their ad copy, can still try to capitalize on the event. "In other words, you can officially be mad about pizza in March, but unless you are Papa John's, you can't be the 'official pizza of NCAA March Madness,' " Janoff writes.

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