Harnessing Special Laws to Protect Commercial Rights to Sports Mega-Events

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


This chapter examines the ways in which domestic laws in various countries treat ambush marketing of events. It starts off by examining the way in which special legal protection has been obtained in those systems, in recent years, where sui generis event legislation has been passed under significant pressure from the event organisers who now demand the creation of such special laws as an absolute sine qua non in order to obtain the rights to host these events. The latter half of the chapter will undertake description of the legal treatment of ambush marketing in ten different jurisdictions. These range from countries that have passed such special anti-ambushing laws to countries where event organisers have been forced to resort to only the existing laws available on the statute book or in terms of the common law or otherwise. Some of the special laws discussed in this chapter will be the subject of more in-depth critical scrutiny in the later chapters.


Olympic Game National Football League National Collegiate Athletic Association Consumer Confusion Paralympic Game 
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-Natal KingDurbanSouth Africa

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