A relação entre propriedade intelectual e megaeventos esportivos: uma análise sobre o marketing de emboscada

• Autor(a) principal: Alves, Caroline Lombardi
• Data de Publicação: 2022
• 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/31859
• topic: CNPQ::CIENCIAS SOCIAIS APLICADAS::DIREITO; Megaeventos esportivos; Direitos de propriedade intelectual; Patrocinadores; Marketing de emboscada; Mega sports events; Intellectual property rights; Sponsors; Ambush marketing

The present study has as its scope to analyze the relationship between intellectual property rights and major sporting events, focusing on ambush marketing, based on the theoretical and conceptual method and case analysis. The mega sporting events, such as the imminent 2022 World Cup, are a major source of revenue in the economy, additionally strongly promote intellectual property rights, through trademarks, industrial designs and patents. Thus, it is analyzed that large sponsorships contracts are negotiated, since the sponsors see in these events an opportunity to boost their brand recognition using the marketing as the main tool to do it. However, disloyal competition practices, such as ambush marketing, have been making unfeasible the full effectivity of the sports sponsorships contracts, since it infringes the exclusive rights of the officials sponsors of exploring commercially these events. The ambush marketing, institute here defined and developed, occurs when a non-sponsoring company tries to link its brand to an event that already has officials sponsors, who have disbursed high values for its organization. Its practice can occur in different ways and is typified in two modalities, which are: by association and by intrusion. Several famous cases of ambush marketing have been registered in during the history of sporting events and have been highlighted in the media, demonstrating the importance to debate about the issue. In this sense, it's been concluded that the organizers and events official sponsors should jointly create measures to identify, prevent and combat the disloyal practice of ambush marketing, with support of the general and especial standards of the legal order which provides mechanisms for doing so, besides the principles of commercial honesty and good faith