n SA Mercantile Law Journal = SA Tydskrif vir Handelsreg - A comparison of ambush marketing legislation in the United Kingdom and section 15a of the Merchandise Marks Act 17 of 1941

Volume 26, Issue 2
  • ISSN : 1015-0099
  • E-ISSN: 1996-2185



Ambush marketing is generally described as the unauthorised use, by the competitor of an official sponsor, of the hype and goodwill generated by, and associated with, a major international sports event. The word 'ambush' refers to the perceived opportunism of the competitor, who is not an official sponsor of the event but takes advantage of and uses the event to promote its own brand or service. Ambush marketing is often regarded as unlawful competition, because it may infringe the rights of official sponsors.

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