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2012 | 56 | 1 | 41-50

Article title

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

Content

Title variants

Languages of publication

EN

Abstracts

EN
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.

Publisher

Year

Volume

56

Issue

1

Pages

41-50

Physical description

Dates

published
1 - 12 - 2012
online
29 - 12 - 2012

Contributors

  • Josef Pilsudski University of Physical Education in Warsaw, Poland

References

  • 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.
  • Farrelly, F., Quester, P., & Greyser, S.A. (2005). Defending the Co-Branding Benefits of Sponsorship B2B Partnerships: The Case of Ambush Marketing. Journal of Advertising Research, 45(3), 339-348.
  • Kelbrick, R. (2008). The W***D C*P of 2*1*: FIFA's intellectual property rights in South Africa. Journal of Intellectual Property Law & Practice, 3(5), 327-333.
  • European Commission. (2007). The EU and Sport: Background And Context, Commission staff working document, Accompanying document to the White Paper On Sport. Brussels: SEC (2007) 935.
  • Mazur, M. (2011). Mistrzostwa Europy w Piłce Nożnej UEFA EURO 2012 /The 2012 UEFA European Football Championship in Poland/. Retrieved 18.04.2012, from http://ambushmarketing.pl/baza_wiedzy/mistrzostwa-europy-wpilce-noznej-uefa-euro-2012/
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  • Mikołajczyk, A. (2009). Ambush marketing na międzynarodowych imprezach sportowych /Ambush marketing at major sport events/. Studia Gdańskie, VI, 244-258.
  • Owen, D. (2003). Ambush Marketing and Protected Events. De Rebus, 20(Nov), 20-23.
  • Pinkalski, Z. (2011). Ambush marketing charakterystyka i ocena prawna zjawiska w perspektywie Euro 2012 /Ambush marketing - characteristics and legal analysis in the perspective of Euro 2012. Przegląd Prawa Handlowego, 1, 46-52.
  • PL.2012. (2009). Komitet Ochrony Praw podsumował rok 2009 /Committee for Protection of Rights summarizes 2009/. Retrieved 16.10, 2010, from https://www.2012.org.pl/pl/aktualnosci/pozostale/14331-komitet-ochronyu-prawpodsumowa-rok-2009.html
  • PL.2012. (2010). Znaki towarowe zastrzeżone w związku z UEFA EURO 2012TM /Trade marks protected in relation to UEFA EURO 2012/ [Retrieved 14.04, 2012, from http://www.2012.org.pl/pl/component/content/article/1931.html
  • Schwarz, E.C. (2009). The evolution of global anti-ambush marketing laws. Paper presented at the 7th annual conference of the Sport Marketing Association, Cleveland, Ohio.
  • Schwarz, E.C., Hall, S.A., & Shibi, S. (2010). Sport Facility Operations Management: A Global Perspective. Oxford, UK: Butterworth-Heinemann.
  • Townley, S., Harrington, D., & Couchman, N. (1998). The legal and practical prevention of ambush marketing in sports. Psychology & Marketing, 15(4), 333-348.
  • Valloni, L.W., & Pachmann, T. (2011). Sports Law in Switzerland. Alphen: Kluwer Law International.
  • Zahorski, T. (2009). Symbolika UEFA EURO 2012TM - kiedy i dla kogo? /Use of UEFA EURO 2012TM symbols - when and for whom?/ Paper presented at the DMS. from http://dms.msport.gov.pl/app/document/file/1255/UEFA_EURO2012_szansa_dla_Polski_i_rozwoju_turystyk_Zahorski_PL_2012_10_12_2009.pdf?field=file1

Document Type

Publication order reference

Identifiers

YADDA identifier

bwmeta1.element.-psjd-doi-10_2478_v10141-012-0024-1
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