Bavarian blondes don't need a visa: A comparative law analysis of ambush marketing

Gerlinde Berger-Walliser, Melanie Stallings Williams, Bjorn Walliser, Mark Robert Bender

Research output: Contribution to journalArticleResearchpeer-review


This Article describes the problem of ambush marketing: the act of attempting to associate with an event without buying the rights to do so. From the perspective of the organizers and sponsors, the problem is significant. More than 100 billion is spent annually on purchasing sponsorship rights and the associated promotions. For companies that have not paid for such rights to be able to imply an association with these high-profile events dilutes the value of that sponsorship. Despite the size of the problem, however (and except for the special coverage many countries afford Olympic activities), there is little legal protection against all but the most blatant marketing encroachment. This Article examines the problems and legal approaches from countries in the European Union, North America, and Oceania, including the United States, Canada, the United Kingdom, Germany, and Australia.
Original languageEnglish
Pages (from-to)1 - 35
Number of pages35
JournalTulane Journal of International and Comparative Law
Issue number1
Publication statusPublished - 2012

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