The Commercial Monopoly in Sports Mega-Events

  • Andre M. LouwEmail author
Part of the ASSER International Sports Law Series book series (ASSER)


This chapter will examine the commercial arrangements relating to sports mega-events between sports organisations and their commercial partners, primarily the sponsors who spend hundreds of millions of dollars to associate their products and services with these international spectacles. It will commence with a brief discussion of how the commercial exploitation through sponsorship of these events works, after which I will provide some brief description of the (short) history of the development of the modern mega-vent sponsorship model in the Olympic Games context. The final section of the chapter will examine how sponsorship works, and will then focus on a central concept in the evaluation of the legality of ambush marketing and of the law’s responses to it, namely sponsorship exclusivity to events. The legal implications of such exclusivity will be further examined in Chap. 6.


Olympic Game Sport Organisation International Olympic Committee Corporate Sponsor Chief Market Officer 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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-NatalDurbanSouth Africa

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