Celebrity Athletes: their image split between major events and their commercial commitments - ASIPI Buenos Aires 2016

Celebrity Athletes: their image split between major events and their commercial commitments

“Ambush marketing” is a controversial topic that raises the discussion between the line of the loyal and disloyal, legal and illegal, in linking businesses around major events, especially those related to sports. There is, however, links between companies and athletes through sponsorship and image contracts, leading to promotional campaigns and advertisement that, without expressly being linked to major sporting events, allow such companies, not being official sponsors, to use the image of athletes participating or that will participate in such events, without this constituting an unfair act or violation of intellectual property rights, even though it is indirectly associated to the trademark promoted by the athlete with a particular event. In response, some organizations have developed ways of limiting the promotion that athletes do not brand sponsoring major sporting events. The panel will present case studies and applicable regulations such as Rule 40 of the Olympic Charter and provisions UEFA- and will review the limits of these practices, sharing the conditions imposed by the organizers of major events to sponsorships and use of image of athletes participating in sports feats.