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Ambush Marketing

Overview of attention for book
Cover of 'Ambush Marketing & the Mega-Event Monopoly'

Table of Contents

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    Book Overview
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    Chapter 1 Introduction
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    Chapter 2 The Commercial Monopoly in Sports Mega-Events
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    Chapter 3 Ambush Marketing of Sports Mega-Events
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    Chapter 4 Harnessing Special Laws to Protect Commercial Rights to Sports Mega-Events
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    Chapter 5 Mega-Event Rights Protection and Intellectual Property Laws
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    Chapter 6 Mega-Event Rights Protection and Competition (Antitrust) Laws
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    Chapter 7 Mega-Event Commercial Rights Protection and Human Rights
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    Chapter 8 ‘Jumping on the Brand Wagon’: ‘Association Rights’ and the Thematic Space of the Sports Mega-Event
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    Chapter 9 In Defence of the Monopoly?
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    Chapter 10 Conclusions
Attention for Chapter 8: ‘Jumping on the Brand Wagon’: ‘Association Rights’ and the Thematic Space of the Sports Mega-Event
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