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2012 | 56 | 1 | 41-50

Article title

Legal Prevention of Ambush Marketing – Case Study of UEFA Euro 2012


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Given the seriousness and negative consequences of the ambush marketing phenomenon, it was necessary to fight with great force and strength ambush marketing activities by developing effective prevention strategies. There might be two categories of strategies distinguished: reactive and proactive strategies (Burton & Chadwick, 2008). The most common proactive strategy is to pass normative acts regulating the issues of ambush marketing by the host-country of the sporting event.The purpose of this paper is an analysis of Polish preparations to host the 2012 UEFA European Football Championship in the context of the legal response to unfair practices of ambush marketing.The scope of existing legislation of general application provides sufficient protection for the obligations arising from the Polish international agreements. Issues relating to the protection of intellectual property rights are governed by acts dealing with combating unfair competition, copyright and industrial property law.Poland has not introduced additional regulations protecting the rights of the organizers and official sponsors of major sporting events against fraudulent marketing activities. When analyzing the current legal status it can be concluded that Poland fulfilled the guarantees provided to UEFA. The government adopted the simplest solution: they accepted the facts and did not make any amendments to the existing legal system.









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1 - 12 - 2012
29 - 12 - 2012


  • Josef Pilsudski University of Physical Education in Warsaw, Poland


  • AIPPI (2009). The Protection of Major Sports Events and associated commercial activities through Trademarks and other IPR. Retrieved 10.04, 2012, from http://www.aippi.ch/system/files/GR210switzerland.pdf
  • Burton, N., & Chadwick, S. (2008). Ambush Marketing in Sport: An Assessment of Implications and Management Strategies. Coventry University: CIBS.
  • Burton, N., & Chadwick, S. (2009). A typology of ambush marketing: the methods and strategies of ambushing in sport. Coventry: CIBS.
  • Crow, D., & Hoek, J. (2003). Ambush marketing: a critical review and some practical advice. Marketing Bulletin, 14(1), 1-14.
  • Depo, B., & Fijałkowski, M. (2008). Analiza prawa własności intelektualnej w świetle zobowiązań podjętych przez Polskę w związku z organizacją przez Polskę i Ukrainę mistrzostw Europy w piłce nożnej w 2012 roku - stan na 15 grudnia 2008 r. Opinia prawna z 15.12.2008 r. sporządzona na zlecenie Ministerstwa Gospodarki RP /Legal analysis of intelectual property in view of guarantees undertaken by Poland in relation to organisation of EURO 2012 by Poland and Ukraine - as of 15th Dec/. Warszawa: Baker & McKenzie.
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