The NCAA tournament has become an iconic and valuable brand that lures in many marketers looking to associate with it, according to Loeb & Loeb's Douglas Masters, who says that also attracts those looking to exploit it. As the NCAA's property rights lawyer, Masters explains where most infringement on the NCAA's intellectual property rights comes from and how the association is attempting to combat violations. While Masters says that the growth of social media has made mechanisms dealing with property rights infringement easier, he says that social media contributes to the problem as well. For instance, Masters reveals that Snapchat raised some issues for the NCAA this year for the first time.