Ambush Marketing & the Mega-Event Monopoly

1. Front Matter

   Pages i-xx

   PDF

2. Introduction

   • Andre M. Louw

   Pages 1-22

3. The Commercial Monopoly in Sports Mega-Events

   • Andre M. Louw

   Pages 23-90

4. Ambush Marketing of Sports Mega-Events

   • Andre M. Louw

   Pages 91-157

5. Harnessing Special Laws to Protect Commercial Rights to Sports Mega-Events

   • Andre M. Louw

   Pages 159-291

6. Mega-Event Rights Protection and Intellectual Property Laws

   • Andre M. Louw

   Pages 293-414

7. Mega-Event Rights Protection and Competition (Antitrust) Laws

   • Andre M. Louw

   Pages 415-485

8. Mega-Event Commercial Rights Protection and Human Rights

   • Andre M. Louw

   Pages 487-555

9. ‘Jumping on the Brand Wagon’: ‘Association Rights’ and the Thematic Space of the Sports Mega-Event

   • Andre M. Louw

   Pages 557-642

10. In Defence of the Monopoly?

    • Andre M. Louw

    Pages 643-688

11. Conclusions

    • Andre M. Louw

    Pages 689-744

12. Back Matter

    Pages 745-761

    PDF

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.

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

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 thegap between sports, IP law and history.’

• , Faculty of Law, Howard College Campus, University of KwaZulu-Natal, Durban, South Africa

  Andre M. Louw

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