Kick-off to ambush marketing at World Cup
In less than six months Germany will host the 18th tournament of the FIFA World Cup, attracting thousands of visitors eager to support their favourite football team. Marketing opportunities will be plenty. But what legal protection will Germany offer to official sponsors to protect them against the marketing practices of unofficial third parties? Boris Uphoff, Rohan Massey and Sarah Brown explain
Unlock this article.
The content you are trying to view is exclusive to our subscribers.
To unlock this article: