Ambush Marketing & the Mega-Event Monopoly

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

  • Andre M. Louw

Part of the ASSER International Sports Law Series book series (ASSER)

Table of contents

  1. Front Matter
    Pages i-xx
  2. Andre M. Louw
    Pages 1-22
  3. Andre M. Louw
    Pages 91-157
  4. Andre M. Louw
    Pages 643-688
  5. Andre M. Louw
    Pages 689-744
  6. Back Matter
    Pages 745-761

About this book


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.



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

Authors and affiliations

  • Andre M. Louw
    • 1
  1. 1., Faculty of Law, Howard College CampusUniversity of KwaZulu-NatalDurbanSouth Africa

Bibliographic information

  • DOI
  • Copyright Information T.M.C. ASSER PRESS, The Hague, The Netherlands, and the author(s) 2012
  • Publisher Name T.M.C. Asser Press, The Hague, The Netherlands
  • eBook Packages Humanities, Social Sciences and Law
  • Print ISBN 978-90-6704-863-7
  • Online ISBN 978-90-6704-864-4
  • Series Print ISSN 1874-6926
  • Buy this book on publisher's site