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Law | Ambush Marketing & the Mega-Event Monopoly - How Laws are Abused to Protect Commercial Rights

Ambush Marketing & the Mega-Event Monopoly

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

Louw, Andre M.

2012, XX, 764 p.

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  • A novel, comprehensive, detailed and critical review aimed at providing much-needed balance to the ambush marketing debate
  • New approach of the subject, accessible to not only lawyers and legal academics but also to readers of other disciplines
  • Of significant value to potential event host governments and law-makers

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 revisited, and that lawmakers have simply gone too far.

This book will likely raise eyebrows in sports business circles, and not all readers will be comfortable with the implications of the author’s findings. It makes for an engaging read for anyone interested in sports law and the business of sport, including lawyers, academics, students, sports administrators and sponsorship and marketing practitioners, but especially lawmakers in sports mega-event host nations.

 

Dr. Andre M. Louw is a Senior Lecturer at the Faculty of Law, University of KwaZulu-Natal, South Africa.

 

This book appears in the ASSER International Sports Law Series, under the editorship of Prof. Dr. Robert Siekmann, Dr. Janwillem Soek and Marco van der Harst LL.M.

 

Content Level » Research

Keywords » ambush marketing - intellectual property (IP) - mega-events - sponsorship - sui generis event legislation

Related subjects » Law

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