Playing by the Rules: How to Avoid Ambushing Marketing Risks Around Major Sporting Events

Ambush marketing — i.e., associating one’s brand with a high-profile event without being a formal sponsor — carries significant trademark infringement risks. However, brands can still capitalize on the advertising opportunities surrounding big sporting events while minimizing the risk of legal liability by choosing their words carefully, minding third-party intellectual property, and involving legal counsel early and often....
By: Fish & Richardson


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