Two Million Reasons Not to Wear Reebok
  • Andre M. LouwEmail author
Part of the ASSER International Sports Law Series book series (ASSER)


This, the introductory chapter, will provide a brief overview of the focus and aims of this book and what it is all about. It will briefly sketch the background to the discussion in the rest of the work and will provide a cursory introduction to central concepts such as sports sponsorship, commercial rights to sports mega-events and ambush marketing of events, all of which will be examined in more detail in the later chapters. The chapter will explain the author’s aims and objectives in this work, and it also contains a summary of what is to be found in each of the later chapters.


Olympic Game Sport Organisation Event Organiser Global Civil Society World Championship 
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All internet-based sources referred to, were last visited in or before December 2011.

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Copyright information

© T.M.C. ASSER PRESS, The Hague, The Netherlands, and the author(s) 2012

Authors and Affiliations

  1. 1.School of Law, Howard College CampusUniversity of KwaZulu-Natal KingDurbanSouth Africa

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