The ambush at Rio / Adam Epstein

Epstein, Adam

The purpose of this article is to explore the role of the International Olympic Committee's (IOC) codified marketing policy known as Rule 40 which emerged to prevent ambush marketing of its biennial events. Part I explores the fundamentals of both Rule 40 and ambush marketing, including a broad discussion of the Lanham Act and the United States Olympic Committee (USOC). Part II provides an historical perspective on ambush marketing and Rule 40 with respect to the Olympic Games. Part III focuses on the IOC's Rule 40 and examines its effect, impact and enforcement leading up to and including the Rio Games. Finally, part IV provides examples of how Rule 40 invited push back from unofficial sponsors seeking relief from the courts.

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