Ambush Marketing:  More than Just a Commercial Irritant?

Abstract

Although marketers have described ‘ambush’ marketing as a parasitic activity that encroaches on legitimate sponsorship, their claims often provide no basis for legal action. This article examines instances of alleged ambushes and how these fit within a wider legal framework. Ambushing appears to encompass legitimate competitive behaviour through to passing off and misuse of trademarks. Marketers concerned about ambushing should remove loopholes from contracts to minimise the opportunities open to competitors. They would also do well to learn more about the legal status of their claims and to separate these from any feelings of irritation evoked by their competitors’ behaviour.

How to Cite

Gendall, P., (2016) “Ambush Marketing: More than Just a Commercial Irritant?”, Entertainment and Sports Law Journal 1(2), p.4. doi: https://doi.org/10.16997/eslj.171

406

Views

259

Downloads

Share

Authors

Philip Gendall (Professor of Marketing and Head of the Department of Marketing, Massey University, Palmerston North, New Zealand)

Download

Issue

Publication details

Dates

Licence

Creative Commons Attribution 4.0

Identifiers

Peer Review

This article has been peer reviewed.

File Checksums (MD5)

  • PDF: 2436ce48fc9564f00b3eca49708fe058