Today’s sport manager or administrator do not only have to be familiar with the process of management, but also need a knowledge of sport and the people involved with it. They are required to have management skills as well as a feeling for the business, which includes legal aspects.
All kind of sport institutions or manifestation are influenced by legal aspect settings by constitutional / public law, federal civil rights, federal constitutions or contracts. Especially the wide range of opportunities of event management and marketing always leads to potential problems which are covered by legislation. Organizers and managers are often unaware of all essential legal duties when they are preparing and drafting a marketing plan. Many of them search specialist advice from lawyers, safety experts, and others with specific expertise in the areas they are unsure about. The risks of ignoring the duties should not be underrated at first glance, to do so could lead to consequences which could leave uncalculating damages and fatally problems for the organization or marketing plan (vgl. WATT 1998, 140 ff.). Even sport management and marketing is mainly based by total quality management which essentials are just to be more effective (vgl. WATT 1998, 114 ff.). Searching a solution or making a recreation plan is normally too late or a worst case. This is the reason why the combination of sport and legislation of management have become more demanding.
The following chapters are about the host of legal issues affecting the marketing of products. The risks and duties of making sport products, as well as performing sport events, are illustrated in consideration of the property rights or the danger of collision with other currently available rights. Particularly, the chapters show how to protect own intellectual property associated with the creation of a product or with ideas developed out of sport sponsorship and licensing programs. Although this work mainly focuses on the U.S. law and literature, it is also internationally applicable and can be used in Germany, since the differences between the laws are minimal.
This paper starts with a short overview about some legal basics, followed by their influence on marketing and sport business.
Table of Contents
- Introduction
- Fundamentals
- The law and legislation
- The role of law in marketing
- Intellectual property
- Copyright and marketing
- Works of authorship and the protected range by copyright
- Copyright infringement and defense
- Copyrights in sport marketing
- Trademark and its role in sport marketing
- The value of a trademark and other Lanham Act's protected marks
- Categorization and the power of the trademark
- Trademark Infringement and Licensing
- Patents and marketing
- Patents
- Innovations in marketing
- Unfair competition
- Ambush marketing
- Legal aspects of ambush marketing and unfair competition
- Avoiding ambushes
- Conclusion
Objectives and Key Themes
This paper aims to provide a comprehensive overview of the legal aspects of marketing in the sports industry, particularly focusing on the United States legal system. It highlights the significance of understanding legal principles and their influence on sports management, marketing strategies, and intellectual property protection.
- The impact of law and legislation on sport marketing and management.
- The role of intellectual property rights in protecting ideas and creations in the sports industry.
- The application of copyright, trademark, and patent laws to sport marketing strategies.
- The challenges posed by unfair competition practices, such as ambush marketing.
- The importance of navigating legal complexities to ensure ethical and successful sport marketing campaigns.
Chapter Summaries
- Introduction: This chapter emphasizes the increasing importance of legal knowledge for sport managers and administrators. It highlights the influence of law on various aspects of the sports industry, including event management and marketing. The chapter also underscores the potential risks and legal obligations associated with sport marketing activities.
- Fundamentals: This chapter provides a brief overview of the law, its influence on marketing, and the critical role of intellectual property in marketing. It defines law as a set of rules governing actions and conduct, emphasizing its impact on both individual and business decisions. The chapter also discusses the influence of social and ethical considerations on lawmaking.
- Copyright and marketing: This chapter delves into the concept of copyright and its implications for sport marketing. It defines copyright as an exclusive right granted to authors for the reproduction, publication, and sale of their literary, musical, or artistic works. The chapter discusses the protection provided by copyright for works of authorship and the challenges posed by copyright infringement.
- Trademark and its role in sport marketing: This chapter focuses on trademarks and their importance in the sports industry. It examines the value of trademarks in building brand recognition and protecting brand identity. The chapter also discusses the categorization of trademarks and their role in differentiating products and services in a competitive market.
- Patents and marketing: This chapter explores the concept of patents and their application in sport marketing. It defines patents as legal protections granted for inventions, processes, or designs. The chapter discusses the significance of patents in protecting innovations and fostering technological advancements in the sports industry.
- Unfair competition: This chapter addresses the challenges posed by unfair competition practices in sport marketing, particularly focusing on ambush marketing. It examines the legal implications of ambush marketing and the strategies employed by organizations to avoid such practices.
Keywords
The paper explores legal aspects in sport marketing, focusing on key themes like intellectual property rights, copyright, trademark, patent, and unfair competition, specifically ambush marketing. It examines the influence of law on various aspects of the sports industry, including event management and marketing strategies. The work highlights the importance of navigating legal complexities and ensuring ethical and successful sport marketing campaigns.
- Quote paper
- Christoph Lam (Author), 2005, Legal aspects of marketing and eventmanagement, Munich, GRIN Verlag, https://www.hausarbeiten.de/document/89770
