Ambush marketing and the mega-event monopoly : how laws are abused to protect commercial rights to major sporting events / Andre M. Louw.

Ambush marketing and the mega-event monopoly : how laws are abused to protect commercial rights to major sporting events / Andre M. Louw.

xx, 761 pages ; 25 cm.

9789067048637
9067048631 hardback
9789067048644 ebk.
906704864X ebk.

K 111 LOU.A

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 illegitimacy of ambushing. The author argues that the debate concerning the ethics and legality of ambushing should be revisited, and that lawmakers have simply gone too far. This book will likely raise eyebrows in sports business circles, and not all readers will be comfortable with the implications of the author's findings. It makes for an engaging read for anyone interested in sports law and the business of sport, including lawyers, academics, students, sports administrators and sponsorship and marketing practitioners, but especially lawmakers in sports mega-event host nations.

Includes bibliographical references and index.

ASSER international sports law series.

The Hague : T.M.C. Asser Press, c2012.

eng