The legal and practical prevention of ambush marketing in sports

Abstract

Ambush marketing has emerged in recent years as an effective, if controversial, weapon in the arsenal of marketing departments seeking to associate themselves with sports events without the official authorization or endorsement of the event organizer. This article highlights the dangers posed by ambush marketing to owners of commercial rights in these events and examines the legal mechanisms available to prevent and minimize the likelihood of suffering damage to marketing campaigns by third-party ambush tactics. © 1998 John Wiley & Sons, Inc.