Towards the regulation and restriction of ambush marketing?

The case of the first truly social and digital Olympic Games: London 2012

Authored by: Nicolas Chanavat , Michel Desbordes

Routledge Handbook of Sports Marketing

Print publication date:  December  2015
Online publication date:  December  2015

Print ISBN: 9781138823518
eBook ISBN: 9781315742021
Adobe ISBN: 9781317584926


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The increase of the cost of entry for sponsors seems to have favored an implicit association with an event, considering the myriad of professional sports entities involved (athletes, teams, players, coaches, referees, etc.). In light of this, the IOC (International Olympic Committee) requires that candidate host countries for the organization of the Olympic Games adopt specific regulations in order to protect the Olympic symbols.

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