Louw, Andre, <br/><br/>
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 .
<br/><br/>Includes bibliographical references and index. 
<br/><br/> 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 
<br/><br/><label>ISBN: </label>9789067048644 (ebook) 906704864X (ebook) 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Sports--Law and legislation.<br/>Marketing--Law and legislation.
<br/><br/><label>Index Terms--Genre/Form: </label><br/>Electronic books (Form) 
<br/><br/><label>LC Class. No.: </label>K3702