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Article
Bavarian Blondes Don't Need a Visa: A Comparative Law Analysis of Ambush Marketing
Tul. J. Int'l Comp. L. (2012)
  • Gerlinde Berger-Walliser
  • Melanie S. Williams, California State University, Northridge
  • Bjorn Walliser
  • Mark Bender, Monash University
Abstract

This paper describes the problem of ambush marketing: the act of attempting to associate with an event without buying the rights to do so. From the perspective of the organizers and sponsors of large-scale media and athletic events, the problem is significant. More than $100 billion is spent annually on purchasing sponsorship rights and the associated promotions. For companies who have not paid for such rights to be able to imply an association with these high-profile events dilutes the value of that sponsorship. Despite the size of the problem, however, (and except for the special coverage many countries afford Olympic activities) there is little legal protection against all but the most blatant marketing encroachment.

The paper examines the problem and legal approaches from countries in the EU, North America and Oceana, including the U.S., Canada, the UK, Germany and Australia.

Keywords
  • comparative law,
  • ambush marketing,
  • sponsorship,
  • advertising
Disciplines
Publication Date
2012
Citation Information
21 Tul. J. Int'l Comp. L. (2012) (forthcoming)