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After England’s early World Cup exit, Andy Murray crashing out of Wimbledon in the quarter finals and Mark Cavendish and Chris Froome having to retire from the Tour de France, it might have been tempting to hang up the Union Jack flags, put the Pimms back in the cupboard and take up a gentle pastime like crochet, where the chances of disappointment are much lower. Thankfully, Lewis Hamilton restored some hope with his recent win at the British Grand Prix, and there was still more opportunity for the Brits to redeem themselves in a sporting sense in various events at the Commonwealth Games.
Sport is big business, and the legal issues that arise can involve many players—including sportspeople, event organisers, venues, broadcasters, partners, suppliers, sponsors and brand owners. Many advertisers aim to make the most of the hype and attention surrounding events by selling merchandise and advertising their products around the tournament. The Commonwealth Games provided this opportunity. However, it is very easy for advertisers to fall foul of the laws on ambush marketing.
The International Olympic Committee has defined ambush marketing as ‘a planned attempt by a third party to associate itself directly or indirectly with the Olympic Games to gain the recognition and benefits associated with being an Olympic partner’. The events most freq
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