Framing ambush marketing as a legal issue: An Olympic perspective

Dana Ellis, Teresa Scassa and Benoit Séguin

Sport Management Review, 2011, vol. 14, issue 3, 297-308

Abstract: This paper examines the emerging trend of host countries using legislation to protect the Olympic brand and control ambush marketing. More specifically, it will discuss Canada's Olympic and Paralympic Marks Act in depth. Issues related to framing ambush marketing as a legal issue as opposed to a business issue are examined. The consequences of placing ambush marketing in a legal context are considered from a legal and a business management perspective.

Date: 2011
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DOI: 10.1016/j.smr.2011.02.002

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