TY  - BOOK
AU  - Louw,Andre
TI  - Ambush marketing and the mega-event monopoly: how laws are abused to protect commercial rights to major sporting events 
T2  - ASSER international sports law series,
SN  - 9789067048644 (ebook)
AV  - K3702 
PY  - 2012///
CY  - The Hague, The Netherlands
PB  - T.M.C. Asser Press
KW  - Sports
KW  - Law and legislation
KW  - Marketing
KW  - Electronic books (Form)
N1  - 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
UR  - https://link.springer.com/book/10.1007/978-90-6704-864-4
ER  -