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

100%
Piątkowska M.
Physical Culture and Sport. Studies and Research
|
2012
|
vol. 56
|
issue 1
41-50
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.
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Off-Field Competition at Major Sport Events. Case Study of 2010 FIFA World Cup South Africa™

100%
Piątkowska M., Żyśko J.
Physical Culture and Sport. Studies and Research
|
2010
|
vol. 50
|
issue 1
118-132
EN
Over the past twenty years sponsorship has outperformed all other marketing communication tools in terms of growth. With their massive audiences, major sport events create great opportunity for global companies to showcase their brands and products. Due to rapidly rising costs for securing sponsorship rights, ambush marketing has emerged as a growing option for different kind of companies.The aim of ambush marketing is to obtain more of the gains associated with an official event sponsorship but without incurring the same extent of its costs. "Ambushers" are becoming increasingly astute at developing ways to circumvent legal attempts to control non-sponsor marketing strategies.Therefore, the aim of the paper is to introduce and categorize various ambush marketing methods and counter-ambushing strategies. As ambush marketing has shifted over time from broadcast sponsorship campaigns and venue surrounding advertising to more off-site venue marketing, it is also important to analyze how the organizers of major sport event prevent the event itself, the sponsorship rights and how they deal with ambush marketing issue. The case of 2010 FIFA World Cup South Africa has been studied.
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