n SA Mercantile Law Journal = SA Tydskrif vir Handelsreg - Ambushing event piracy

Volume 24, Issue 1
  • ISSN : 1015-0099
  • E-ISSN: 1996-2185



A major sporting event such as the 2010 FIFA World Cup, which took place in South Africa under the auspices of Fédération Internationale de Football Association (FIFA), is a significant marketing opportunity for producers of goods and services to promote their business activities and the brands or trade marks by which they are identified. A select group of producers use the occasion by becoming sponsors of the event or licensees of the trade marks and other insignia by which the event is characterised. Becoming a sponsor or licensee is usually expensive, but those who do so obviously believe that they obtain value for what they pay in fees, since these events are always fully subscribed.

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