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Ambush Marketing and International Sporting Events

By Charles Lloyd and David Brooks of Taylor Wessing

Charles Lloyd is head of Intellectual Property (UK) at Taylor Wessing.  Charles represents a wide range of clients in relation to their trade marks, domain names, copyright and designs, including advising on litigation, oppositions and trade mark filing strategies.  Charles also specializes in the sale, purchase and licensing of brands, advertising and sports law.

David Brooks is a senior associate in the Intellectual Property department and part of the firm's trade marks, advertising and sports groups.  David advises on a broad range of IP matters, including all aspects of trade mark law, domain names and copyright as well as other commercial IP matters, such as image rights, advertising, merchandising and sponsorship agreements, with a particular emphasis on sports-related matters.


Televised international sporting events have become more popular than ever with brand owners as a vehicle for sponsorship.  Such events provide an opportunity to promote a brand to a wider audience and to capitalise on the goodwill and reputation associated with the event.  Only a handful of sporting events can truly be said to have international appeal, of which the most prestigious are the Olympics, the Commonwealth Games, the FIFA football World Cup, the IRB rugby World Cup and the ICC cricket World Cup.&nb...

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