A tone-deaf action by the NCAA has a Duke basketball figure on his soapbox.
For the umpteenth time across his more than 25 years as an ESPN talking head, former Duke basketball player and assistant Jay Bilas has called attention to the NCAA’s shady practices.
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This time, the 57-year-old has obviously taken issue with the NCAA’s recent filing to legally own a play on the phrase “March Madness.” On Monday, responding to a tweet from trademark attorney Josh Gerben, Bilas scoffed at any kumbaya motives behind this “Mask Madness”:
Up next for the NCAA to trademark? “Pandemic Profit?” https://t.co/OuGP5jovzK
— Jay Bilas (@JayBilas) December 28, 2020
Look, if the purpose of “Mask Madness” is purely to spread a message regarding public safety, then one might think the NCAA would be against anyone trademarking the phrase. After all, the nonprofit organization should genuinely hope other “companies” tag along on its fast-cash campaign, right?
Perhaps if that was the case — or if the plan was to give all profits from every sold mask to either the “student-athletes” who actually play the games or some sort of COVID-19 relief fund — then even Bilas would pitch in by supporting “Mask Madness” on his Twitter account. Instead, the Dukie was left to cringe and hiss at the NCAA’s apparent money grab:
Remember, it’s for “awareness.” https://t.co/j3dfNL245v
— Jay Bilas (@JayBilas) December 28, 2020
Similar takes to those of the Duke basketball product
Compared to the tweets from other media members around the sports world, the brief mockery from Jay Bilas came across as too kind:
From 2013 … https://t.co/ASdSOAreiS
— Gary Parrish (@GaryParrishCBS) December 28, 2020
And I bet the only mask that will be allowed on the court will be the MASK MADNESS mask.
— Steve Bittenbender (@BittGDCG) December 28, 2020
Can't wait for reporters in Indy to have to change masks in order to get to their seat (after they pour their Coke Zero in a Powerade cup) https://t.co/kjwmBXStkb
The filing, made on December 23, indicates the NCAA will:
— Katie Lever, Ph. D (@LeverFever) December 28, 2020
1.) Monetize a pandemic amid numerous breakouts in college sports and likely pocket all the cash.
2.) Brand Mask Madness as a “public awareness campaign” for PR.
Did anyone have this on their 2020 bingo card??? https://t.co/Ac49IuKqXd
They’ve had a player collapse on the floor and half the sport shut down and they’re preparing for mask madness.
— Bobby Manning (@RealBobManning) December 28, 2020
The NCAA is a deplorable organization https://t.co/AjppS8YMWr
As many folks across social media were quick to point out, the slogan itself is asinine and potentially counterproductive. Yes, if only the NCAA hired a VP of common sense — as Dan Wolken of USA TODAY Sports suggested above — then the decision-makers would have noticed that “Mask Madness” indeed sounds like a taunt at those who do endorse mask-wearing.
Stay tuned to Ball Durham for more Duke basketball news and views.