Contratos de naming rigths nos estádios de futebol: a proteção da marca

• Autor(a) principal: Campos, Barbara Sthefania de
• Data de Publicação: 2014
• Tipo de documento: Trabalho de conclusão de curso
• Idioma: por
• Título da fonte: Biblioteca Digital de Teses e Dissertações da PUC_SP
• Texto Completo: https://repositorio.pucsp.br/jspui/handle/handle/33435
• topic: CNPQ::CIENCIAS SOCIAIS APLICADAS::DIREITO::DIREITO PRIVADO::DIREITO CIVIL; Contratos; Naming rigths; Estádios; Futebol; Proteção; Marca; Agreements; Naming rights; Stadiums; Soccer; Protecion; Brand

The present work has as scope to introduce ideas of possible mechanisms that shall be used in naming rights agreements to protect the brand of the sponsor that holds the right of naming a football stadium (the topic was focused specifically regarding brand protection in contracts signed with the football clubs to naming stadiums). Due to the naming rights agreement, it is certain that there will be a significant increase in the exhibition of the sponsor's brand and the consequent financial, institutional and image return that is search for the sponsor. Nevertheless, it is necessary to have in mind the fact that the exhibitor's brand will be closely associated to the image of the club.Therefore, it is imperative to the sponsor look for mechanisms that allow and enable the protection of its brand in situations where it is found that the results of the naming rights agreement are presented inversely proportional to the primary purpose. Regarding the legal categorization of naming right agreements, some consider it like a trademark license agreement; on the other hand, there are who understands this kind of agreement as a sponsorship contract.