March Madness USA

The IHSA tournaments continued to grow and develop. In 1963, the tournament moved to the huge new Assembly Hall on the campus of the University of Illinois and fans witnessed the most famous finish in history, when Chicago Carver beat Centralia on a last-second shot by a substitute named Anthony Smedley. “March Madness” grew as well. Beginning in 1973, the IHSA began using the term officially in its programs and on its merchandise. In 1977, the organization enlisted veteran Chicago sportswriter and Big Ten basketball referee Jim Enright to write the official history of the boys basketball tournament. The result was March Madness: The Story of High School Basketball in Illinois. As media technology advanced, the IHSA and KOST Broadcast Sales of Chicago produced March Madness: The Official Video History of the IHSA Basketball Tournament in 1989. Both the book and video were sold nationwide. During this period, the Illinois High School Association received trademark status for the term “March Madness” and registered the trademark “America’s Original March Madness.” The spirit of March Madness has subsequently spread from coast to coast, as other companies and organizations, including state high school associations and manufacturers, have been licensed by the IHSA to use these trademarks.