AMBUSH MARKETING IN MAJOR SPORTING EVENTS AND THE LEGAL FRAMEWORK SURROUNDING IT
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Abstract
In recent years, due to the controversial nature of ‘Ambush Marketing’, it has gained importance in the advertising and marketing realm. Ambush Marketing is most prevalent in sports, especially in sporting events such as FIFA, the Olympics, Super Bowl etc. Ambush marketing has posed as a threat to brand equity and the commercial rights of event sponsors for many years, and the growing trend has led to the need to inspect the effectiveness of existing laws that could potentially capture ambush marketing and introduce new laws to curb such practices.
The purpose of this paper is to first introduce the concept of ambush marketing and its manifestations in the sporting realm (Section I), and delve into the existing legal framework of ambush marketing laws (specifically sui generis laws), their effectiveness and how these sui generis laws are being abused by the commercial rights holders like sports governing bodies and multinational corporations (Section II).
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