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- Title
THE FIGHT AGAINST AMBUSH MARKETING AND LONDON 20 1 2 : How has this phenomenon dealt with by the UK legislation and what's the role of the EU legislation?
- Authors
Alexandrakis, Vagelis
- Abstract
The article discusses the threats of ambush marketing in the sports industry of London, England to access corporate image without paying sponsorship fees to the sports organizers. As stated, ambush marketing is called as parasite or guerrilla marketing which was reflected during the era of Olympic Games and Football world cup. It is argued that ambush marketing has become quite common in the sports industry which is expected to diminish the sports property and sports values in a long way.
- Subjects
LONDON (England); ENGLAND; AMBUSH marketing; SPORTS sponsorship; SPORTING goods industry; GUERRILLA marketing; OLYMPIC Games
- Publication
International Sports Law Review Pandektis, 2009, Vol 8, Issue 1/2, p156
- ISSN
1109-3943
- Publication type
Article