Rely on the most comprehensive, up-to-date legal content designed and curated by lawyers for lawyers
Work faster and smarter to improve your drafting productivity without increasing risk
Accelerate the creation and use of high quality and trusted legal documents and forms
Streamline how you manage your legal business with proven tools and processes
Manage risk and compliance in your organisation to reduce your risk profile
Stay up to date and informed with insights from our trusted experts, news and information sources
Access the best content in the industry, effortlessly — confident that your news is trustworthy and up to date.
Find up-to-date guidance on points of law and then easily pull up sources to support your advice with Lexis PSL
With over 30 practice areas, we have all bases covered. Find out how we can help
Our trusted tax intelligence solutions, highly-regarded exam training and education materials help guide and tutor Tax professionals
Regulatory, business information and analytics solutions that help professionals make better decisions
A leading provider of software platforms for professional services firms
In-depth analysis, commentary and practical information to help you protect your business
LexisNexis Blogs shed light on topics affecting the legal profession and the issues you're facing
Legal professionals trust us to help navigate change. Find out how we help ensure they exceed expectations
Lex Chat is a LexisNexis current affairs podcast sharing insights on topics for the legal profession
Discuss the latest legal developments, ask questions, and share best practice with other LexisPSL subscribers
During major sporting events, certain brands will actively pursue an “ambush marketing” strategy meaning that they will deliberately seek to associate their products with an event, despite not being one of the official sponsors. However, the complexity and ambiguity of relevant rules and restrictions means that without care, other brands will unwittingly infringe rights connected to sporting events. Andrew Terry and Chloe Chittock, Partner and Associate in the IP & Media Group of Eversheds LLP, give an overview of the ambush marketing landscape and include details of key event trade marks, mascots, slogans, lists of official sponsors and approved guidance.
This summer, the World Cup in Brazil will attract huge global audiences which along with the Commonwealth Games in Glasgow and the Tour de France in England and France, will fill news channels and social media for weeks on end. This, in turn, allows organisers and broadcasters to drive advertising revenue from brands which want to be connected with success.
Inevitably, some brands that do not want to pay for sponsorship rights will still seek to be associated with these events. The most eye catching examples of ambush marketing occur when brands physically hijack events – this not only creates an impact at the venue, but often attracts wider news coverage. This happened as 36 Dutch supporters were ejected from a game during the South Africa World Cup in 2010, when they arrived dressed in orange outfits advertising a rival to Budweiser, the authorised beer. Other brands, although not engaging in physical activity, will deliberately use adaptations of rival brands famous marks or sporting imagery in their advertising, perhaps without expressly referring to the event itself. Again, brands engage in such activity at their own risk.
However, there are many brands that inadvertently fall foul of the complexities of the law in this area. Sometimes, this is because they wrongly believe that using imagery around such events is somehow “public domain”, or that as long as they do not use the official nam
Access this article and thousands of others like it free by subscribing to our blog.
Read full article
Already a subscriber? Login
0330 161 1234