Ambush Marketing & the Mega-Event Monopoly

Ambush Marketing & the Mega-Event Monopoly

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This book undertakes a critical examination of commercial rights to sports mega-events (focusing on sponsorship), the exclusivity of such rights and the legal implications of the modern mega-event sponsorship model. It examines ambush marketing of events and the lawa€™s treatment of ambushing (specifically in the form of sui generis event legislation) in a review of 10 major jurisdictions selected on the basis of the importance of the events they are to host in the near future or have hosted recently, and the relevant domestic legislation. It critically examines the legitimacy of such commercial rights protection by means of the use of laws in the context of accepted principles of intellectual property law, competition law and human rights law. Specifically, it questions the legitimacy of the creation of statutory a€˜association rightsa€™ to mega-events, and considers potential future developments in respect of the lawa€™s treatment of mega-event commercialisation. Valuable for practitioners and academics (in the fields of sportslaw/sponsorship/marketing/intellectual property law); sports administrators (sports governing bodies); corporate sponsors of sports and other events; potential mega-event host governments and law-makers; civil rights organisations.Yes, less sponsor money would undoubtedly mean smaller events, but it appears disingenuous to argue that the sport (e.g. ... At what cost the ever-escalating spectacles of opening and closing ceremonies and the other activities that surround the hosting of major ... When FIFA commissioned a Hollywood-based events coordinator to organise the first-ever a#39;Kick Off Celebrationa#39; music concert in ... 53 ceremony-cost/.

Title:Ambush Marketing & the Mega-Event Monopoly
Author:Andre M. Louw
Publisher:Springer Science & Business Media - 2012-06-06


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