ASSER International Sports Law Series

Ambush Marketing & the Mega-Event Monopoly

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

Authors: Louw, Andre M.

  • 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
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Buy this book

eBook $219.00
price for USA (gross)
  • ISBN 978-90-6704-864-4
  • Digitally watermarked, DRM-free
  • Included format: EPUB, PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover $279.00
price for USA
  • ISBN 978-90-6704-863-7
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
Softcover $279.00
price for USA
  • ISBN 978-90-6704-959-7
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
About this book

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.

Reviews

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 account of the strategies surrounding the marketing, advertising and commercial exploitation of global sporting events. … His writing and ideas are accessible and punctuated with references to well-known examples from sporting events.” (Joseph Savirimuthu, Journal of Intellectual Property Law and Practice, April, 2013)

Law professor Jon Heshka (Thompson Rivers University, British Columbia) says:

This book is an incredible piece of work. It is exhaustively researched and painstakingly detailed. [It] represents a valuable contribution to the literature. What has been sorely absent from the shelves of legal and marketing scholarship is a critical inquiry into ambush marketing. This book addresses this pressing need. It is thoughtful and thoroughly researched, bridging the gap between sports, IP law and history.


Table of contents (10 chapters)

  • Introduction

    Louw, Andre M.

    Pages 1-22

  • The Commercial Monopoly in Sports Mega-Events

    Louw, Andre M.

    Pages 23-90

  • Ambush Marketing of Sports Mega-Events

    Louw, Andre M.

    Pages 91-157

  • Harnessing Special Laws to Protect Commercial Rights to Sports Mega-Events

    Louw, Andre M.

    Pages 159-291

  • Mega-Event Rights Protection and Intellectual Property Laws

    Louw, Andre M.

    Pages 293-414

Buy this book

eBook $219.00
price for USA (gross)
  • ISBN 978-90-6704-864-4
  • Digitally watermarked, DRM-free
  • Included format: EPUB, PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover $279.00
price for USA
  • ISBN 978-90-6704-863-7
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
Softcover $279.00
price for USA
  • ISBN 978-90-6704-959-7
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
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Bibliographic Information

Bibliographic Information
Book Title
Ambush Marketing & the Mega-Event Monopoly
Book Subtitle
How Laws are Abused to Protect Commercial Rights to Major Sporting Events
Authors
Series Title
ASSER International Sports Law Series
Copyright
2012
Publisher
T.M.C. Asser Press
Copyright Holder
T.M.C. ASSER PRESS, The Hague, The Netherlands, and the author(s)
eBook ISBN
978-90-6704-864-4
DOI
10.1007/978-90-6704-864-4
Hardcover ISBN
978-90-6704-863-7
Softcover ISBN
978-90-6704-959-7
Series ISSN
1874-6926
Edition Number
1
Number of Pages
XX, 764
Topics