Sponsors of such events pay to advertise at or in connection with the event and event organisers usually accommodate their needs to facilitate payment of the vital sponsorship fees required for the staging of the event. The events at risk are those that are funded, at least in part, by sponsorship revenue. In so doing, we’ll try to decide whether the legislation has struck the right balance between the conflicting interests of official sponsors and those of the wider marketing community.Īmbush marketing is possible at any high-profile event that is funded, at least to some degree, by sponsorship fees (this can include anything from sporting events to music events and other cultural events).

We’ll then look at the legislative framework that has been put in place to prevent marketers making unauthorised associations with the Olympics and specifically the London Games in 2012. This article will look at ambush and high risk marketing in relation to major sporting and other high profile events. Although the contrived sub-heading does not use a ‘Listed Expression’ it could nonetheless infringe the LOAR. It also uses a ‘Listed Expression’ which shall be taken into account by the Court when determining whether there has been an infringement of the London Olympic Association Right (“ LOAR”). The main heading of this article uses a ‘controlled representation’ and is thereby presumed to infringe the Olympic Association Right (“ OAR”).

London olympic games commercial