As major international sporting events attract growing commercial interest, the legal implications of ambush marketing have become increasingly significant under EU competition and consumer law. Ambush marketing refers to any attempt by a brand to associate itself with a major event, such as the Olympic
‘Ambush Marketing’, which is often described as ‘clever marketing’, may assume many forms including: Using official sports events imagery, logos, or slogans without permission; Advertising near to sports events venues, potentially implying an official association with those events; and Creating marketing campaigns that leverage sports
‘Ambush Marketing’ Generally ‘Ambush marketing’ involves companies, using a variety of methods of directly and indirectly associating themselves, their products and services with major sporting events without being official sponsors of them, with a view to gaining publicity and commercial advantages, and without, in fact, paying
Major international sporting events generate considerable visibility, emotional engagement, and commercial value, making them a prime target for ‘ambush marketing’. This controversial practice, which seeks to associate a brand with sporting events without official authorisation or financial contribution, undermines the value of sponsorships and endorsements and
Swiss Olympic, the National Olympic Committee of Switzerland, together with its Industry Standard for Swiss Sport, lay down rules for governance, ethics, and quality in sports organisations, and provide guidance for all Swiss sports organisations, including clubs and event organisers, seeking funding or recognition from
VALLONI Attorneys at Law are very pleased to announce that Estelle Ivanova, Of Counsel and Head of our French Law Practice Group, has successfully completed the Inside LVMH Certificate – an intellectually enriching programme created by the LVMH Group and its iconic Maisons, including Louis Vuitton; Dior; TAG Heuer; Moët
The ticketing policies of the International Olympic Committee (IOC) have come under scrutiny in the light of a recent complaint filed by the European ticketing platform Ticombo with the European Commission. The complaint challenges the IOC ticketing and resale policies for major sporting events, notably the forthcoming 2026 Winter
The rules concerning the designation of ‘official balls’ in sports competitions, for example, in association football, tennis, or rugby union, may seem like a minor technical matter. However, these rules often intersect with European Union (EU) competition law, particularly when exclusive supply agreements or market access
On 19 March 2024 (published 12 April 2024), the Court of Appeal of ’s-Hertogenbosch (the Dutch Court) delivered a key judgment in the case of Cycling Service v. UCI and CPA, confirming that the centralised prize management (CPM) platform of UCI, the world governing body of
A recent Decision of the Italian National Federal Tribunal (TFN), Disciplinary Section, has imposed upon Italian Football Club Brescia Calcio (Brescia) a sporting sanction consisting of an eight-points deduction, to be partially served during the 2024/2025 Serie B season (four points) and, for the remainder,