Friday, 17 June 2011 11:24

Framing Ambush Marketing as a Legal Issue: An Olympic Perspective

Written by  Teresa Scassa
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Dana Ellis, Teresa Scassa & Benoit Séguin, “Framing Ambush Marketing as a Legal Issue: An Olympic Perspective”, (2011) 14:3 Sport Management Review 297-308.

This paper examines the emerging trend of host countries using legislation to protect the Olympic brand and control ambush marketing. More specifically, it will discuss Canada’s Olympic and Paralympic Marks Act in depth. Issues related to framing ambush marketing as a legal issue as opposed to a business issue are examined. The consequences of placing ambush marketing in a legal context are considered from a legal and business management perspective.

Last modified on Wednesday, 06 June 2012 09:57
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