On The Legal Regulation And Countermeasures Of The International Competition In Amusement And Marketing In China

With the development of marketing economy, International Sports Games have become nearly synonymous with the practice of sponsorship marketing. More and more companies attempt to capitalize on the goodwill, reputation, and popularity of a particular sports event by creating an association without the authorization or consent of the necessary parties. A war between sponsorship marketing and ambush marketing is coming seriously.Discusses on ambush marketing in China started recently, there are very few articles discussing this ambush marketing phenomenon and most of these articles are from the perspective of economics and sports. Legal researches on ambush marketing had focused on the scope of protection of Olympic intellectual property rights which are far too narrow as to current situation.This article discusses from the origin to the development of ambush marketing which is developed along with the sponsorship marketing. However, we found that despite the innumerable cited instances of alleged ambush marketing over the past thirty years, there is almost no ambush marketing suit cases in China. Clearly, there must be a vague disconnect between the definition of "ambush marketing" under the current rules and the reality surrounding the marketing strategies that are often alleged to be "ambushes". So this article argues the ambush behavior from theoretical and practical analysis in detail, from intellectual property right protection to other related legal regulations in order to find out the legal risk under the existing Chinese laws and so as to helping offer some advices to the future legal regulation for the ambush marketing.