By Andre M. Louw
This e-book undertakes a severe exam of business rights to activities mega-events (focusing on sponsorship), the exclusivity of such rights and the felony implications of the fashionable 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 evaluation 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 appropriate household laws. It seriously examines the legitimacy of such advertisement rights security through using legislation within the context of authorised rules of highbrow estate legislation, pageant legislations and human rights legislations. particularly, it questions the legitimacy of the production of statutory ‘association rights’ to mega-events, and considers strength destiny advancements in appreciate of the law’s therapy of mega-event commercialisation. invaluable 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 resources for Ambush Marketing & the Mega-Event Monopoly: How Laws are Abused to Protect Commercial Rights to Major Sporting Events
Digitalculturebooks, Ann Arbor, pp 86–114 22 1 Introduction Real M (1996) The postmodern Olympics: technology and the commodification of the olympic movement. Quest 48(1):9–24, as quoted by Symons C, Warren I (2006) ‘‘David v. 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.
After all, not even the risk of competitors having a way in to grab a small slice of the pie (which, after all, is business as usual outside the context of the mega-event in free market economies) takes away from the fact that these events provide a probably unmatched and ideal marketing platform for the official sponsors. Allow, in the domestic context of the host nation, for more freedom for smaller firms to participate in the commercial opportunities that arise from the event, with 14 1 Introduction an objective, unprejudiced (and not a knee-jerk, over-protective) approach to inclusiveness.
2; Johnson 2007, p. 4; see also the discussion in Pound 2006, Chap. 6. 9 See Walters 2004, p. 17. 7 billion to hold the exclusive rights to screen live matches of the English Premiership in Britain for the next 3 years. Broadcasters in 208 other countries have reportedly recently doubled their payments to secure English Premiership rights, to a combined £625 million. html. 11 Fortunato and Martin 2011. 1 Introduction 27 decade felt the effects of the boom in TV rights revenues. It was announced on 1 March 2006 that Indian sports and media agency Nimbus Communications Limited had concluded a deal with the Board of Control for Cricket in India to acquire the global media rights to all international and domestic cricket played in India until 2010.