Protecting global brands from ambush marketing: A law and policy analysis of cases from London 2012 to Rio 2016

A seminar as part of the Birkbeck Sport Business Centre Public Seminar Series

Given by: John Grady, J.D., Ph.D., Associate Professor, University of South Carolina

B35 Lecture Theatre
Main Birkbeck Building
Torrington Square
London WC1

Wednesday, March 25th 2015 at 6pm

For directions click here

Attendance at the event is free but you need to register at:


The practice of ambush marketing continues to plague mega sport events as a recurring problem without a clear solution. Strategic efforts to protect official sponsors of global sporting events from ambush marketing thus far have primarily focused on a combination of education and strict enforcement, whilst special legislation has offered an additional layer of brand protection. This presentation draws on research conducted at the 2012 Olympic Games in London and the 2014 World Cup in Brazil. Case study examples from these events, as well as plans in place for Rio 2016 will be utilised to highlight the shared role that legal regulation and marketing policy plays in developing more effective brand protection strategies. Further, the omnipresence of non-affiliated brands using social media to conduct marketing campaigns around mega events will be explored.


Dr. John Grady is Associate Professor in the Department of Sport and Entertainment Management at the University of South Carolina. He obtained his PhD from Florida State University, having previously studied at Florida State University College of Law and Penn State University. Dr. Grady’s research interests focus primarily on the legal aspects of the business of sport. His current research focuses on analysing brand protection strategies and intellectual property enforcement by mega sport events.

Dr. Grady’s research has been published in a range of outlets including the Journal of Sport Management, Journal of Legal Aspects of Sport, Sport Marketing Quarterly, Soccer and Society, and the Entertainment and Sports Lawyer. He serves on the editorial boards for the Journal of Legal Aspects of Sport, Tourism Analysis, and is co-editor of the “Sport Marketing and the Law” section of Sport Marketing Quarterly.

Contact Details

Visit John’s page on the University of South Carolina website

For further details on this seminar series contact:

Sean Hamil

Department of Management
Birkbeck College
Malet Street

Tel: 020-7631 6763

Twitter: @Birkbecksport

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