Ambush Marketing The Megaevent Monopoly

This book undertakes a critical examination of commercial rights to sports mega-events (focusing on sponsorship), the exclusivity of such rights and the legal implications of the modern mega-event sponsorship model. It examines ambush marketing of events and the law’s treatment of ambushing (specifically in the form of sui generis event legislation) in a review of 10 major jurisdictions selected on the basis of the importance of the events they are to host in the near future or have hosted recently, and the relevant domestic legislation.

lorian Eschenbach konzipiert ein komplexes Strukturgleichungsmodell zur Wirkungsweise von Ambush-Marketing und identifiziert seine Erfolgsfaktoren.

Zahlreiche Unternehmen nutzen Sportsponsoring und Ambush-Marketing im Rahmen sportlicher Großereignisse als zentrales Kommunikationstool.