Call 855-808-4530 or email [email protected] to receive your discount on a new subscription.
“Ambush marketing,” a term coined by Jerry Wexler, manager of global marketing efforts for American Express in the 1980s, refers to the marketing activities of companies that manage to associate themselves, or their products or services, with high-profile events without paying to become an “official sponsor.” Wexler lucidly describes an ambush marketer's motivations in the 2002 “IEG Sponsorship Report” published by IEG, Inc.:
Given the escalating price of major sponsorships, it is hardly surprising that some companies willingly pass on the opportunity to sponsor and search instead for ways to compete in the sponsored space without bearing the onerous costs and the heavy burden of the scandals and other misadventures often associated with large, modern sponsored properties.
The point is that sponsors do not buy the rights to all avenues leading to the public's awareness of a given property, and more importantly, do not buy the rights to the thematic space in which the purchased property is usually the only one resident. In other words, all else other than that which is specifically purchased is up for grabs.
This article looks at several examples of ambush marketers seizing opportunities that are “up for grabs” as well as the corresponding legal strategies employed by event organizers and official sponsors to combat such activities. Overall, despite the best efforts of the various event organizers and official sponsors, ambush marketing cases are rarely actionable. Careful ambush marketers avoid using the trademarks, trade names, copyrights or other exclusive intellectual property rights associated with a given sponsored event, making it difficult to successfully assert infringement claims.
Sponsoring Media Coverage of an Event
ENJOY UNLIMITED ACCESS TO THE SINGLE SOURCE OF OBJECTIVE LEGAL ANALYSIS, PRACTICAL INSIGHTS, AND NEWS IN ENTERTAINMENT LAW.
Already a have an account? Sign In Now Log In Now
For enterprise-wide or corporate acess, please contact Customer Service at [email protected] or 877-256-2473
There is no efficient market for the sale of bankruptcy assets. Inefficient markets yield a transactional drag, potentially dampening the ability of debtors and trustees to maximize value for creditors. This article identifies ways in which investors may more easily discover bankruptcy asset sales.
A federal district court in Miami, FL, has ruled that former National Basketball Association star Shaquille O'Neal will have to face a lawsuit over his promotion of unregistered securities in the form of cryptocurrency tokens and that he was a "seller" of these unregistered securities.
Why is it that those who are best skilled at advocating for others are ill-equipped at advocating for their own skills and what to do about it?
Blockchain domain names offer decentralized alternatives to traditional DNS-based domain names, promising enhanced security, privacy and censorship resistance. However, these benefits come with significant challenges, particularly for brand owners seeking to protect their trademarks in these new digital spaces.
In recent years, there has been a growing number of dry cleaners claiming to be "organic," "green," or "eco-friendly." While that may be true with respect to some, many dry cleaners continue to use a cleaning method involving the use of a solvent called perchloroethylene, commonly known as perc. And, there seems to be an increasing number of lawsuits stemming from environmental problems associated with historic dry cleaning operations utilizing this chemical.