Protection under IP Law to Events Sponsors -
Argentina
Ambush marketing or parasite marketing is a practice common to large cultural or sporting events. It is of two types: the first is by association where a non-sponsor creates the impression of being an official sponsor by ;using the official event logos, symbols or mascots and th second form is by intrusion where a non-sponsor creates an association by means of its media and or spectator exposure by placing banners or advertisements close to the event's venues.
Sponsorship has become an essential part of the development of today's sports as it is one of the most fruitful means of revenue. In order to combat the ambush marketing protection to official sponsors with regard to their logos, symbols and other forms of official designations, etc. is a paramount importance. So the grant of exclusivity to official sponsors is a must and Intellectual property protection is extremely necessary to avoid infringement. However, the case is not clear for ambush marketing by intrusion as this type of activity does not infringe an IP right. Ambushers refer to themselves and to their goods and services in a crafty manner. So specific legislation is needed to combat this form of ambush marketing under IP law. The organizers must effectively protect through trade mark registration - the official symbols and logos of the event, including the eventual mascot, if any. Intrusion marketing needs special legislation to protect the large sporting events.
Since ambush-marketing tactics, official sponsors/organizers who pay millions for events must be protected of their goods and services for which a legislation is needed under Intellectual Property Law. For any
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FIRM.COM - Online IPR Law Firm, India – Trade Marks, Copyright Registration,
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