Same thing with the Super Bowl(R)(C)(TM). Most of the ads for things like televisions and comestibles only mention "The Big Game".
That NCAA rule isn't just for television they've dragged people into court for having a tree (regular looking tree) in one of their window posters. It's a lot bigger than not letting people who didn't pay mention the Super Bowl. No trees, no basketballs. I could see not allowing "March Madness" or any of the round titles ("Final Four" etc), but no trees?!