Ambush marketing vs. official sponsorship: is the international I.P. an unfair competition regime a good referee?
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Ambush marketing is a practice that will usually occurs in large-scale events, is not a sponsor seeks to gain benefits of brand exposure and awareness in a context that it would otherwise be available only to official sponsors. This paper addresses why and to what extend ambush marketing be contrasted, provided that it is a practice that current intellectual property and competition law has been unable to deter as well as an alternative measures are difficult to adopt at an international level. This difficulty jeopardizes official sponsoring’s interest on major events and the events themselves. As a result, this paper will (i) briefly examine the intersection between intellectual property rights and sport business in order to (ii) encase am... Ver más
1657-1959
2346-2116
2016-06-15
5
24
info:eu-repo/semantics/openAccess
http://purl.org/coar/access_right/c_abf2
