Ambush marketing and the mega-event monopoly how laws are abused to protect commercial rights to major sporting events

Includes bibliographical references and index.

Introduction -- Two Million Reasons Not to Wear Reebok -- The Commercial Monopoly in Sports Mega-Events -- Ambush Marketing of Sports Mega-Events -- Harnessing Special Laws to Protect Commercial Rights to Sports Mega-Events -- Mega-Event Rights Protection and Intellectual Property Laws -- Mega-Event Rights Protection and Competition (Antitrust) Laws -- Mega-Event Commercial Rights Protection and Human Rights -- 'Jumping on the Brand Wagon': 'Association Rights' and the Thematic Space of the Sports Mega-Event -- In Defence of the Monopoly? -- A Brief Look at the Arguments in Favour of Sponsorship Exclusivity and Aggressive Rights Protection for Sports Mega-Events -- Conclusions.