INDIANAPOLIS -- The NCAA wants to make sure it gets its share of an estimated $10 million in basketball gear sold during the weekend's festivities.

Licensing enforcement teams were on the hunt Friday for counterfeit dealers in the areas around Lucas Oil Stadium, 6News' Derrik Thomas reported.

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"If you don't, you can end up losing your valuable name and trademarks," said Bruce Siegal, vice president and general counsel for the Collegiate Licensing Company. "From the consumer perspective, it's very important because counterfeiters and bootleggers do not have the same quality product."

Counterfeiters are also an issue for vendors, who purchase temporary licenses to sell merchandise around the stadium.

"When people are selling stuff that is a lot cheaper than what we are, it hurts our business. There's no question about that," said Jon Brovold, president of J.E.B. Enterprises, which is operating seven temporary stores in downtown Indianapolis.

While trademark protection may be a noble goal, some basketball fans said they don't see it as a top priority when buying T-shirts and the like.

"It doesn't matter to me. We look at what is on the front and back of the t-shirt, make up our mind and make our purchase," said Mark Tieken, a basketball fan from Brownsburg.

Genuine merchandise can be identified by a silver hologram sticker attached to tags.

If counterfeiters are caught selling phony products, the merchandise is confiscated and they could be fined or possibly go to jail.