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SPORTS LAW: On your marketing, get set, go!

28 September 2012  

Zane Shihab assesses the tensions between sport and sponsorship in the aftermath of the Olympics

Despite Paddy Power’s tongue-in-cheek billboards that stated: ‘Official sponsor of the largest athletics event in London this year! There you go, we said it. (Ahem, London, France that is)’, referring to the bookmaker’s sponsorship of an egg-and-spoon race in London, France, effective ambush marketing campaigns centering on the 2012 Olympic Games were largely conspicuous by their absence.