| Ambush Marketing & the Mega-Event Monopoly: How Laws Are Abused to Protect Commercial Rights to Major Sporting Events 2012 Edition Contributor(s): Louw, Andre M. (Author) |
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ISBN: 9067048631 ISBN-13: 9789067048637 Publisher: T.M.C. Asser Press OUR PRICE: $161.49 Product Type: Hardcover - Other Formats Published: June 2012 |
| Additional Information |
| BISAC Categories: - Law | Commercial - General - Law | Sports |
| Dewey: 344.099 |
| LCCN: 2012936963 |
| Series: Asser International Sports Law |
| Physical Information: 1.8" H x 6.2" W x 9.2" (2.65 lbs) 764 pages |
| Descriptions, Reviews, Etc. |
| Publisher Description: 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. |