Ambush marketing and the mega-event monopoly : how laws are abused to protect commercial rights to major sporting events /
Louw, Andre,
Ambush marketing and the mega-event monopoly : how laws are abused to protect commercial rights to major sporting events / Andre M. Louw - 1 online resource (xx, 761 pages) - ASSER international sports law series, 1874-6926 . - Asser international sports law series .
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
9789067048644 (ebook) 906704864X (ebook)
Sports--Law and legislation.
Marketing--Law and legislation.
Electronic books (Form)
K3702
Ambush marketing and the mega-event monopoly : how laws are abused to protect commercial rights to major sporting events / Andre M. Louw - 1 online resource (xx, 761 pages) - ASSER international sports law series, 1874-6926 . - Asser international sports law series .
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
9789067048644 (ebook) 906704864X (ebook)
Sports--Law and legislation.
Marketing--Law and legislation.
Electronic books (Form)
K3702