Ambush Marketing: New Laws For Sports Events?

Law360, New York (May 05, 2008, 12:00 AM ET) -- Sports events have become more popular than ever with brand owners as a means of promoting their brand to a wider audience by capitalising on the goodwill and reputation associated with the event.

Modern sponsorship programmes, based on the system of exclusivity first pioneered by the Olympics are particularly susceptible to ambush marketing, which is increasingly being viewed by non-official sponsors as a legitimate marketing tool.

This has resulted in organisers of international sports events following the lead set by the Olympics by demanding that national...
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