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Ambush Marketing & the Mega-Event Monopoly: How Laws are Abused to Protect Commercial Rights to Major Sporting Events (ASSER International Sports Law Series) Hardcover – June 7, 2012

ISBN-13: 978-9067048637 ISBN-10: 9067048631 Edition: 2012th

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Editorial Reviews


From the reviews:

“Ambush Marketing & the Mega-event Monopoly makes an important contribution to the advertising and sports law genre. … The author has produced a highly readable and informative account of the strategies surrounding the marketing, advertising and commercial exploitation of global sporting events. … His writing and ideas are accessible and punctuated with references to well-known examples from sporting events.” (Joseph Savirimuthu, Journal of Intellectual Property Law and Practice, April, 2013)

Law professor Jon Heshka (Thompson Rivers University, British Columbia) says:

This book is an incredible piece of work. It is exhaustively researched and painstakingly detailed. [It] represents a valuable contribution to the literature. What has been sorely absent from the shelves of legal and marketing scholarship is a critical inquiry into ambush marketing. This book addresses this pressing need. It is thoughtful and thoroughly researched, bridging the gap between sports, IP law and history.

From the Back Cover

This is the first book to focus critically on the legitimacy of legal responses to ambush marketing. It comprehensively examines recent sports mega-events and the special laws which combat ambushing. The approach of the book is novel. It does not blindly accept often-touted truisms regarding the illegitimacy of ambushing. The author argues that the debate concerning the ethics and legality of ambushing should be revisited, and that lawmakers have simply gone too far.

This book will likely raise eyebrows in sports business circles, and not all readers will be comfortable with the implications of the author’s findings. It makes for an engaging read for anyone interested in sports law and the business of sport, including lawyers, academics, students, sports administrators and sponsorship and marketing practitioners, but especially lawmakers in sports mega-event host nations.


Dr. Andre M. Louw is a Senior Lecturer at the Faculty of Law, University of KwaZulu-Natal, South Africa.


This book appears in the ASSER International Sports Law Series, under the editorship of Prof. Dr. Robert Siekmann, Dr. Janwillem Soek and Marco van der Harst LL.M.


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