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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| Autor Corporativo: | |
| Formato: | Libro electrónico |
| Idioma: | Inglés |
| Publicado: |
The Hague, The Netherlands :
T. M. C. Asser Press
2012.
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| Colección: | ASSER International Sports Law Series.
Springer eBooks. |
| Acceso en línea: | Conectar con la versión electrónica |
| Ver en Universidad de Navarra: | https://innopac.unav.es/record=b32958377*spi |
Tabla de Contenidos:
- 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.
