how laws are abused to protect commercial rights to major sporting events Louw, Andre creator author text bibliography Electronic books (Form) ne 2012 monographic eng access 1 online resource (xx, 761 pages) 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 general Andre M. Louw Includes bibliographical references and index. Sports Law and legislation Marketing Law and legislation K3702 9789067048644 (ebook) 906704864X (ebook) https://link.springer.com/book/10.1007/978-90-6704-864-4 https://link.springer.com/book/10.1007/978-90-6704-864-4 GW5XE 220520 20241224085615.0 795714685 eng