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Ambush marketing and the mega-event monopoly : how laws are abused to protect commercial rights to major sporting events

Author: André Louw
Publisher: The Hague, The Netherlands : T.M.C. Asser Press, ©2012.
Series: Asser international sports law series.
Edition/Format:   eBook : Document : EnglishView all editions and formats
Summary:
This is the first book to focus critically on the legitimacy of legal responses to ambush marketing. It comprehensively examines recent sports mega-events and the special laws which combat ambushing. The approach of the book is novel. It does not blindly accept often-touted truisms regarding the illegitimacy of ambushing. The author argues that the debate concerning the ethics and legality of ambushing should be  Read more...
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Genre/Form: Electronic books
Additional Physical Format: Print version:
Louw, Andre M.
Ambush Marketing & amp; the Mega-Event Monopoly : How Laws are Abused to Protect Commercial Rights to Major Sporting Events.
Dordrecht : Springer, ©2012
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: André Louw
ISBN: 9789067048644 906704864X
OCLC Number: 795714685
Description: 1 online resource.
Contents: Introduction --
Two Million Reasons Not to Wear Reebok --
The Commercial Monopoly in Sports Mega-Events --
Ambush Marketing of Sports Mega-Events --
Harnessing Special Laws to Protect Commercial Rights to Sports Mega-Events --
Mega-Event Rights Protection and Intellectual Property Laws --
Mega-Event Rights Protection and Competition (Antitrust) Laws --
Mega-Event Commercial Rights Protection and Human Rights --
'Jumping on the Brand Wagon': 'Association Rights' and the Thematic Space of the Sports Mega-Event --
In Defence of the Monopoly? --
A Brief Look at the Arguments in Favour of Sponsorship Exclusivity and Aggressive Rights Protection for Sports Mega-Events --
Conclusions.
Series Title: Asser international sports law series.
Responsibility: Andre M. Louw.

Abstract:

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  Read more...

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From the reviews:"Ambush Marketing & the Mega-event Monopoly makes an important contribution to the advertising and sports law genre. ... The author has produced a highly readable and informative Read more...

 
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