Dirty Trix at Euro 2008: Brand Protection, Ambush Marketing and Intellectual Property Theft at the European Football Championships
This article examines the strategies utilised by UEFA to protect its ‘European Football Championships 2008’ brand from intellectual property theft. In order to protect and maximise the value of the brand, UEFA restricted access to its intellectual property to a number of ‘Official Partners’, and int...
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| Format: | Article |
| Language: | English |
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University of Westminster Press
2016-06-01
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| Series: | Entertainment and Sports Law Journal |
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| Online Access: | https://www.entsportslawjournal.com/article/id/812/ |