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  • © 2012

Ambush Marketing & the Mega-Event Monopoly

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

Authors:

  • 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

  • Includes supplementary material: sn.pub/extras

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

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Softcover Book USD 119.99
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Hardcover Book USD 169.99
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  • Durable hardcover edition
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Table of contents (10 chapters)

  1. Front Matter

    Pages i-xx
  2. Introduction

    • Andre M. Louw
    Pages 1-22
  3. Ambush Marketing of Sports Mega-Events

    • Andre M. Louw
    Pages 91-157
  4. In Defence of the Monopoly?

    • Andre M. Louw
    Pages 643-688
  5. Conclusions

    • Andre M. Louw
    Pages 689-744
  6. Back Matter

    Pages 745-761

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.

Authors and Affiliations

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

    Andre M. Louw

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: Andre M. Louw

  • Series Title: ASSER International Sports Law Series

  • DOI: https://doi.org/10.1007/978-90-6704-864-4

  • Publisher: T.M.C. Asser Press The Hague

  • eBook Packages: Humanities, Social Sciences and Law, Law and Criminology (R0)

  • Copyright Information: T.M.C. ASSER PRESS, The Hague, The Netherlands, and the author(s) 2012

  • Hardcover ISBN: 978-90-6704-863-7Published: 07 June 2012

  • Softcover ISBN: 978-90-6704-959-7Published: 18 July 2014

  • eBook ISBN: 978-90-6704-864-4Published: 06 June 2012

  • Series ISSN: 1874-6926

  • Series E-ISSN: 2215-003X

  • Edition Number: 1

  • Number of Pages: XX, 764

  • Topics: Law, general, Commercial Law

Buy it now

Buying options

eBook USD 89.00
Price excludes VAT (USA)
  • Available as EPUB and PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book USD 119.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info
Hardcover Book USD 169.99
Price excludes VAT (USA)
  • Durable hardcover edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Other ways to access