A Study On The Start Egies To The Implicit Mark Eting Of Sports Events

Adopted the literature material method, case analysis and logic analysis，this studymainly based on the theory of sports and law science discusses legal issues on the sportingevents ambush marketing in full scale. Olympic Games, World Cup and other majorinternational sporting events establish a good social image and by a growing number ofbusinesses chase with the intervention of commercial interests. Some of the world’s topcompanies, including McDonald’s, Adidas, Coca-Cola, Visa pay high for the Olympics,World Cup sponsorship fee to become an Olympic partner. At the same time many sponsorenterprises not obtain the IOC license or pay the necessary sponsorship fees in an attemptto bypass the rules of laws and regulations so that major sports events, thus illegally obtainonly official sponsor the right to enjoy certain benefits behaviors, this behavior is generallyreferred to as ambush marketing. The paper is divided into four parts Countermeasures onsporting events ambush marketing research.The first part: introduce the topic-selection basis. The second part: review theliterature about ambush marketing and Anti-ambush marketing. The third part: introducethe research object and research methods. The fourth part: research results and analysis.introduce and analysis four aspect First, an overview of sporting events ambush marketing,meaning of sporting events ambush marketing, root causes on generate of sporting eventsambush marketing. Mode of sporting events ambush marketing, influence of sportingevents ambush marketing. Secondly, introduce the countermeasure on sporting eventsambush marketing abroad. Mainly， related to the activism of the national legislation,measure taken by the sporting events organizers and sponsors. Finally, Introductionambush marketing regulatory status quo sporting events in China, and put forward relevantcountermeasures.