The report examines how large-scale events, such as the FIFA World Cup, the Olympic Games and massive concerts, become fertile ground for ambush marketing campaigns, where brands attempt to indirectly associate themselves with an event without holding official sponsorship rights. Through emblematic examples, the article explains the legal risks of creating an improper association with organizers or official sponsors.
In this context, Cristina Duch notes that infringement may arise both from the likelihood of confusion and from the unfair exploitation of another party’s reputation, while Pablo Hooper explains that Mexico has strengthened its legislation to administratively sanction these practices when they mislead the public into falsely believing that an official sponsorship relationship exists.
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