1. Legal Issues in Sport/Event Marketing
Cover Your Bases
Legal Issues in Sport/Event Marketing
Business Law
LAP 3

2. Objectives
Explain issues of unfair trade practices in sport/event marketing. A
Explain issues of risk management in sport/event marketing. B
Explain issues of contract law in sport/event marketing. C

3. Explain issues of unfair trade practices in sport/event marketing.

4. Legal issues affect sports at every level!
Sport/event marketers must be in the know.

5. The Business of Sports
Capitalism
Free trade can’t be restricted.

6. Trademarks
Importance of trademarks:
Money
Reputation

7. Trademarks Lanham Act Prevents trademark infringement
Violations result in injunctions, fines.

8. Antitrust Issues Sherman Antitrust Act Regulates interstate commerce
Outlaws monopolies

9. Antitrust Issues Baseball exemption
Exempt from antitrust laws since 1922
League can:
Block relocation
Contract (downsize)
Control all minor-league teams

10. Sorry. Today’s game will not be shown due to a broadcasting blackout .
Antitrust Issues
Sports Broadcasting Act of 1961
Limited antitrust exemption for sports teams
Can pool broadcasting rights
Can “black out” games
Sorry. Today’s game will not be shown due to a broadcasting blackout .

11. Rights of Publicity and Privacy
Kool Cola
The gold medalist of colas!
Jamal Williams
Olympic gold medalist
Right of publicity:
Protects person from unauthorized use of name/likeness
Gives person exclusive right to identity for commercial gain

12. Rights of Publicity and Privacy
Right of privacy—person can sue when:
Seclusion is invaded
Unreasonable amount of publicity is given
False light is shed

13. Explain issues of risk management in sport/event marketing.B

14. Risk Management Loss prevention Security—keeping fans safe Ticketing:
Counterfeits
Ticket scalping

15. Risk Management
Insurance
Fire, theft, injury, etc.
Prize indemnity

16. Explain issues of contract law in sport/event marketing.

17. Contract Law Labor relations National Labor Relations Act
Collective bargaining
Players’ associations
Strikes and lockouts

18. Contract Law Other contracts Sponsor contracts Option to renew
Right of first refusal
Television contracts
Venue and personnel contracts

19. Your school’s logo or mascot
Is it trademarked?
Licensing?

20. Alcohol at college games or in advertisements
Is it ethical?

21. Acknowledgments Original Developers:
Christopher C. Burke, Sarah Bartlett Borich, MBAResearch
Version 2.0
Copyright © 2013
MBA Research and Curriculum Center

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ThinkStock Photos
Various images used in this presentation are ©2013 ThinkStock Photos. All rights reserved

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