By Andre M. Louw
This ebook undertakes a serious exam of industrial rights to activities mega-events (focusing on sponsorship), the exclusivity of such rights and the criminal implications of the trendy mega-event sponsorship version. It examines ambush advertising of occasions and the law’s remedy of ambushing (specifically within the type of sui generis occasion laws) in a evaluate of 10 significant jurisdictions chosen at the foundation of the significance of the occasions they're to host within the close to destiny or have hosted lately, and the proper household laws. It significantly examines the legitimacy of such advertisement rights security via using legislation within the context of authorized rules of highbrow estate legislations, pageant legislations and human rights legislation. in particular, it questions the legitimacy of the construction of statutory ‘association rights’ to mega-events, and considers power destiny advancements in recognize of the law’s remedy of mega-event commercialisation. necessary for practitioners and teachers (in the fields of sportslaw/sponsorship/marketing/intellectual estate law); activities directors (sports governing bodies); company sponsors of activities and different occasions; capability mega-event host governments and law-makers; civil rights organisations.
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Extra info for Ambush Marketing & the Mega-Event Monopoly: How Laws are Abused to Protect Commercial Rights to Major Sporting Events
Goliath’’: the gay games, the Olympics and the ownership of language. Entertain Sports Law J Roche M (2000) Mega-events and modernity: Olympics and expos in the growth of global culture. Routledge, London Seguin B, Gauthier M, Ellis D, Parent MM (2009) Power play: an examination of power and ambush marketing. Conference proceedings, 17th EASM conference 2009 Skildum-Reid K (2009) Why ambush marketing legislation will never work (and what will). Posted 5 August 2009. powersponsorship. php/2009/08/why-ambush-marketing-legislation-will-never-work/ Slack T, Amis J (2004) Money for nothing and your cheques for free?
In this chapter I will also briefly examine expectations for the future regarding ambush marketing and sports mega-events. I will examine a seemingly unrelated (although, I will argue, very relevant) development in one specific jurisdiction, which, it will be submitted, may hold significant implications for this ongoing process of ever-increasing monopolisation of events. This involves a new law in France, which envisages the creation of a ‘sports event organiser’s right’ in the context of the regulation of sports betting.
Patents and copyrights are the only constitutionally mandated monopolies, created with the recognition that unfettered competition would drain creators of their financial incentive to create’. Vaidhyanathan 2003, p. 87 29 The International Olympic Committee of the 1970 s, for example, has been described as an organisation ‘with an extremely limited product increasingly in global demand’—see Magdalinski and Nauright 2004, p. 193. 1 Introduction 31 to the public of the best in sporting talent and athletic endeavours.