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Framing ambush marketing as a legal issue: An Olympic perspective

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  • Dana Ellis
  • Teresa Scassa
  • Benoit Séguin

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.

Suggested Citation

  • Dana Ellis & Teresa Scassa & Benoit Séguin, 2011. "Framing ambush marketing as a legal issue: An Olympic perspective," Sport Management Review, Taylor & Francis Journals, vol. 14(3), pages 297-308, July.
    • Handle: RePEc:taf:rsmrxx:v:14:y:2011:i:3:p:297-308
    DOI: 10.1016/j.smr.2011.02.002
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    Cited by:

    1. T. Bettina Cornwell & Youngbum Kwon, 2020. "Sponsorship-linked marketing: research surpluses and shortages," Journal of the Academy of Marketing Science, Springer, vol. 48(4), pages 607-629, July.
    2. Dickson, Geoff & Naylor, Michael & Phelps, Sean, 2015. "Consumer attitudes towards ambush marketing," Sport Management Review, Elsevier, vol. 18(2), pages 280-290.

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