What the UEFA EURO 2024 tournament has taught us about ambush marketing for future events

This article discusses the key takeaways from the UEFA European Championships 2024 in Germany, focusing on advertising and ambush marketing. It examines the lessons for rights holders and tournament organizers on how they can protect their rights and effectively commercialize their event. It also looks at the considerations that brands, who are not associated with such events, must be mindful of when designing their marketing campaigns during these events.
Article Highlights
- Introduction
- What is Ambush Marketing?
- How does UEFA protect itself from ambush marketing at the EUROs?
- German laws
- UEFA’s protection against ambush marketing
- Do’s & Don’ts for brands
- Conclusion
Introduction
The UEFA European Football Championship (“EUROs”) are recognised as the world’s third largest sporting event.[1] The 2024 EUROs have attracted huge audiences in both those attending the championships in Germany and the millions watching around the globe remotely. Such large audiences present golden opportunities for brands’ marketing teams to catch the eyes of consumer. However, such marketing needs to remain compliant with the law and brands’ legal teams should ensure such marketing campaigns do not provoke UEFA into bringing action for an unlawful ambush marketing campaign including on the basis of trade mark infringement, unlawful competition or violation of local (German) advertising laws.
To continue reading or watching login or register here
Already a member? Sign in
Get access to all of the expert analysis and commentary at LawInSport including articles, webinars, conference videos and podcast transcripts. Find out more here.
- Tags: Advertising | Ambush Marketing | Commercial Law | Football | Germany | Governance | Marketing | Regulation | UEFA
Related Articles
- Qatar 2022 World Cup - laws, changes and legacy benefits
- How Italy is tackling ambush marketing ahead of UEFA 2021 & 2026 Winter Olympics
- The Rules On Ambush Marketing For FIFA World Cup Qatar 2022
- Ambush marketing & the FIFA Women’s World Cup 2023: What brands need to know
- AI, IP and emerging litigation risks for sports brands
- Top Tips for Protecting Confidential Information and Trade Secrets in Motorsport
Written by
Simon Casinader
Simon Casinader is a partner in the London office at K&L Gates and had previously worked in their Melbourne office for over seven years. Simon is an intellectual property lawyer with extensive experience in protecting and enforcing intellectual property rights across multiple jurisdictions.
Niall Lavery
Niall Lavery is an associate at the London office of K&L Gates. He splits his practice into two primary areas, specifically, 1) antitrust, competition and trade regulation and 2) intellectual property and commercial law where the team’s cross-departmental approach allows him to provide a versatile and comprehensive approach to his work.