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Ambush Marketing & the Mega-Event Monopoly on Hardback by Andre M. Louw
Ambush Marketing & the Mega-Event Monopoly on Hardback by Andre M. Louw
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Ambush Marketing & the Mega-Event Monopoly

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Ambush Marketing & the Mega-Event Monopoly

How Laws are Abused to Protect Commercial Rights to Major Sporting Events
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Description

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 law’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 ‘association rights’ to mega-events, and considers potential future developments in respect of the law’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.
Release date Australia
June 7th, 2012
Author
Audience
  • Professional & Vocational
Illustrations
XX, 764 p.
Pages
764
Dimensions
156x234x41
ISBN-13
9789067048637
Product ID
19868561

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