[Download] "Ambush Marketing: Criminal Offence Or Free Enterprise?" by The International Sports Law Journal ~ eBook PDF Kindle ePub Free
eBook details
- Title: Ambush Marketing: Criminal Offence Or Free Enterprise?
- Author : The International Sports Law Journal
- Release Date : January 01, 2008
- Genre: Law,Books,Professional & Technical,
- Pages : * pages
- Size : 60 KB
Description
1. Introduction Sport sponsorship is big business. Major sporting events attract large sponsorship fees and, as a result, a high risk of ambush marketing. The term 'ambush marketing' is an expression invented by its critics, hence the pejorative label for what in many cases is a form of marketing activity which simply refers or alludes to an event, without suggesting any form of official endorsement from or relationship with the event organisers. Other forms of marketing activity might indeed go further and aim to imply some form of association with the event (without making any clear misrepresentations or involving any infringement of another's intellectual property rights). But are all these forms of ambush marketing bad, as the term 'ambush marketing' seems to suggest? From the perspective of the event owners ambush marketing is wrong because it threatens their ability to retain top-paying sponsors. Similarly, for the official sponsors ambush marketing is undesirable because it increases the risk to their investment. For the ambusher, on the other hand, ambush marketing is an important commercial tool and a natural result of free competition.