MAJOR SPORTS EVENTS: HOW TO PREVENT AMBUSH MARKETING?

Jean-Michel Marmayou (1)

1 CDE - Centre de Droit Economique

1. Introduction – 2. Calling in the Lawmaker – 3. Applying common law mechanisms – 3.1 Intellectual and industrial property law – 3.2 Property rights – 3.3 Consumer law – 3.4 Prevention of unfair competition – 4. Ad hoc Legislation – 4.1 Examples – 4.2 Classifications – 4.3 Negative Aspects – 5. Search for a Solution – 5.1 Contractual Approaches – 5.2 Individual Contracts – 5.3 Codes of Conduct – 5.4 Limits of the Contractual Techniques – 6. On-site interventions – 6.1 Enhance exclusiveness – 6.2 Enhance Sponsorship Programme Activation – 6.3 Human Means

Mots clés: sports laws; lex sportiva; ambush marketing; IP laws; sponsoring; football; FIFA; major event; clean venue strategy; consumer law

Domaines: Droit

Jean-Michel Marmayou. MAJOR SPORTS EVENTS: HOW TO PREVENT AMBUSH MARKETING?. African Sports Law and Business Journal, 2013, 1, pp.29-60. ⟨hal-01310578⟩