Ambush Marketing: A Study of Strategies and Legal Responses.

Kretschmer, M. and Wei, L., 2004. Ambush Marketing: A Study of Strategies and Legal Responses. International Sports Law Review Pandektis, 5 (3), pp. 456-468.

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Abstract

Ambush marketing is defined as the unauthorised association by a third party with a major event, undermining the commercial function of official sponsorship. Established areas of law, such as intellectual property (trade mark, copyright), unfair competition or trade practice law, and the protection of Olympic Symbol under the Nairobi Treaty (1981) have left a grey area for ‘smart’ ambush marketers. This paper will present the results of a study of ambush marketing instances since 1984, and consider the effectiveness of current legal responses, especially special events legislation.

Item Type:Article
ISSN:1105-8587
Subjects:Social Sciences > Law
Group:Business School > Department of Law
ID Code:16235
Deposited By:Dr L Wei
Deposited On:23 Sep 2010 07:30
Last Modified:07 Mar 2013 15:37

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