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
|Article Title||A comparison of ambush marketing legislation in the United Kingdom and section 15a of the Merchandise Marks Act 17 of 1941|
|© Publisher:||Juta Law Publishing|
|Journal||SA Mercantile Law Journal = SA Tydskrif vir Handelsreg|
|Affiliations||1 University of South Africa|
|Publication Date||Jan 2014|
|Pages||416 - 435|
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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