Ambush Marketing & the Mega-Event Monopoly
By:Andre M. Louw
Published on 2012-06-06 by Springer Science & Business Media
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.
This Book was ranked at 10 by Google Books for keyword monopoly.
Book ID of Ambush Marketing & the Mega-Event Monopoly's Books is 8MfT2SfStVYC, Book which was written byAndre M. Louwhave ETAG "e7cAWpSXZNI"
Book which was published by Springer Science & Business Media since 2012-06-06 have ISBNs, ISBN 13 Code is 9789067048644 and ISBN 10 Code is 906704864X
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