Ambush Marketing & the Mega-Event Monopoly How Laws are Abused to Protect Commercial Rights to Major Sporting Events /
This is the first book to focus critically on the legitimacy of legal responses to ambush marketing. It comprehensively examines recent sports mega-events and the special laws which combat ambushing. The approach of the book is novel. It does not blindly accept often-touted truisms regarding the ill...
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| Format: | Electronic eBook |
| Language: | English |
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The Hague, The Netherlands :
T. M. C. Asser Press : Imprint: T.M.C. Asser Press,
2012.
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| Series: | ASSER International Sports Law Series,
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| Online Access: | Full Text via HEAL-Link |
Table of Contents:
- 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 Events
- Mega-Event Rights Protection and Intellectual Property Laws
- the legitimacy of ‘IP+’ event protection in light of the traditional theories of IP law
- 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? Conclusions.
