Ambush marketing and the mega-event monopoly : how laws are abused to protect commercial rights to major sporting events / Andre M. Louw
Series: Asser international sports law seriesPublisher: The Hague, The Netherlands : T.M.C. Asser Press, 2012Copyright date: ©2012Description: 1 online resource (xx, 761 pages)Content type:- text
- computer
- online resource
- 9789067048644 (ebook)
- 906704864X (ebook)
- K3702
| Cover image | Item type | Current library | Home library | Collection | Shelving location | Call number | Materials specified | Vol info | URL | Copy number | Status | Notes | Date due | Barcode | Item holds | Item hold queue priority | Course reserves | |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| e-Book | M. Kamal Hassan Library | M. Kamal Hassan Library | E-Book Collection | Web | eb K 3702 L895A 2012 (Browse shelf(Opens below)) | Online Access | 11100443143 |
Includes bibliographical references and index.
Introduction -- Two Million Reasons Not to Wear Reebok -- The Commercial Monopoly in Sports Mega-Events -- Ambush Marketing of Sports Mega-Events -- Harnessing Special Laws to Protect Commercial Rights to Sports Mega-Events -- Mega-Event Rights Protection and Intellectual Property Laws -- Mega-Event Rights Protection and Competition (Antitrust) Laws -- Mega-Event Commercial Rights Protection and Human Rights -- 'Jumping on the Brand Wagon': 'Association Rights' and the Thematic Space of the Sports Mega-Event -- In Defence of the Monopoly? -- A Brief Look at the Arguments in Favour of Sponsorship Exclusivity and Aggressive Rights Protection for Sports Mega-Events -- Conclusions