Sports Marketing & Sponsorship Quiz

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Questions and Answers

What is required to demonstrate trademark infringement?

Ownership of valid trademark (correct)

Inventor's acknowledgment

Unique product design

Demonstration of license agreement

What aspect is most critical when proving trademark infringement?

Marketing strategy

Type of product offered

Similarity of both marks (correct)

Sales volume

Which of the following can be a defense against trademark infringement based on the context provided?

Exclusive usage

General adoption

Market dominance

Fair Use (correct)

What type of patent protects new processes or machines?

Utility patents Signup and view all the answers

How long does a patent typically last once obtained?

20 years Signup and view all the answers

What constitutes patent infringement?

Making or selling a patented invention without permission Signup and view all the answers

Which of the following is a defense against patent infringement based on content provided?

Invalidity Signup and view all the answers

What is dilution in the context of trademarks?

Weakening the distinctiveness of a trademark by another mark Signup and view all the answers

What must be proven to establish copyright infringement?

The work is an original creation Signup and view all the answers

Which of the following is a valid defense against copyright infringement?

Fair Use Signup and view all the answers

What is a characteristic of a work protected under copyright?

It should express ideas in a tangible medium Signup and view all the answers

Which factor is NOT considered by courts in copyright infringement cases?

The author's biography Signup and view all the answers

What does the First Sale Doctrine state?

The original owner can't control the resale after selling a copy Signup and view all the answers

What is the main purpose of copyright law?

To safeguard original works of authorship Signup and view all the answers

Which of the following works is NOT covered by copyright?

A mathematical equation Signup and view all the answers

What does the term 'fixation' imply in copyright context?

The work is preserved in a tangible medium Signup and view all the answers

What best defines 'Substantial Similarity' in copyright law?

The infringing work is substantially similar to the copyrighted material. Signup and view all the answers

What is a key lesson from the NBA vs Motorola case?

Factual information like game scores is not protected by copyright. Signup and view all the answers

Which of the following represents a reason for organizations to engage in ambush marketing?

To avoid high sponsorship costs while still reaping benefits. Signup and view all the answers

How did consumer perceptions of ambush marketing change over time?

Advertisers' attitudes shifted from negative to seeing it as creative strategy. Signup and view all the answers

In the 1994 Olympic Games context, what was Wendy's advertising strategy?

Wendy's advertised heavily using a 'Winter Sports Theme' without violating marketing laws. Signup and view all the answers

What was a significant finding from event surveys during the 1994 Olympics?

Despite heavy advertising, a majority misidentified Wendy's association. Signup and view all the answers

What is an example of an ambush marketing strategy?

Creating advertisements that run concurrently with the event's timing. Signup and view all the answers

Which of the following is NOT a common reason for ambush marketing?

The necessity to violate copyright laws. Signup and view all the answers

What policy did FIFA implement during the World Cup 2006 to limit non-sponsor advertising?

Clean Stadium Policy Signup and view all the answers

What is one of the extreme measures taken by ICC regarding player endorsements?

Players are prohibited from endorsing competitor brands. Signup and view all the answers

What does a 'Blackout Period' entail for sponsored entities?

Wearing endorsed products while banning other advertising. Signup and view all the answers

What is the function of the 'Ambush Police'?

To identify and address ambush marketing efforts. Signup and view all the answers

How can event organizers exert control over advertising?

By completely controlling broadcasting and advertising time. Signup and view all the answers

Which of the following is NOT a strategy mentioned for preventing ambush marketing?

Increased signage opportunities for non-sponsors. Signup and view all the answers

What should be avoided to prevent alienating fans while monitoring ambush marketing?

Overreacting to ambush marketing efforts. Signup and view all the answers

What is a primary advantage of media sponsorship during a sports event?

It often reaches a larger audience compared to direct spectators. Signup and view all the answers

What key element is involved in the control of virtual advertising by broadcasters?

Limiting the broadcaster’s ability to sell advertising time. Signup and view all the answers

What does the term 'ambushing up' refer to in the context of sponsorship?

A lower tier sponsor creating an illusion of higher sponsorship involvement. Signup and view all the answers

Which of the following is an example of a sponsorship-related contribution?

Offering bonus money based on competition placement. Signup and view all the answers

Why might teams or athletes be considered a unique selling proposition (USP) for sponsorship?

Their popularity can lead to greater exposure for brands. Signup and view all the answers

What is a potential issue with non-sponsors contributing to the players' pool?

It can cause confusion regarding the brand's association with the event. Signup and view all the answers

Which of the following best describes Nike in relation to Adidas during events like the FIFA World Cup?

Nike is a classic example of ambush marketing against Adidas. Signup and view all the answers

What is one motivation for purchasing advertising time during a rebroadcast?

Access may not be limited by exclusive agreements. Signup and view all the answers

What characterizes ambush marketing?

Advertising coinciding with the event and increased spending by the ambusher. Signup and view all the answers

In what way can web streaming affect sponsorship dynamics?

It leads to increased opportunities for ambush marketing. Signup and view all the answers

Which strategy can make a company appear as an event sponsor without being one?

Mass purchasing tickets for distribution as gifts. Signup and view all the answers

What type of sponsorship does Adidas exemplify with its role in events like the FIFA World Cup?

Multi-tiered sponsorship that includes various levels. Signup and view all the answers

How can companies protect themselves from ambush marketing?

Learn to ambush their own events. Signup and view all the answers

What is a potential outcome of using themed advertising strategies?

It enhances the correlation between the advertisement and the event. Signup and view all the answers

What role does social media play in ambush marketing?

It provides unique avenues for ambushing. Signup and view all the answers

What is a dilution strategy that involves distribution at events?

Distributing free promotional items associated with the event. Signup and view all the answers

Which approach is NOT effective in counteracting ambush marketing?

Setting a higher budget for advertising. Signup and view all the answers

Study Notes

Sport Marketing & Sponsorship (SS2104)

Course offered by NIE, Nanyang Technological University, Singapore
Academic year 2024/2025, Semester 1
Focuses on Legal Aspects of Marketing, specifically Ambush Marketing
Course aims to educate students on legal concepts related to sports marketing.

Learning Objectives

Differentiate the three types of Intellectual Property (IP)
Grasp claims and defenses against IP infringement
Understand the reasons behind ambush marketing prevalence
Apply methods to prevent ambush marketing

Disclaimer

The course material is educational, and not legal advice.

Intersection of Sports and Law

Sports marketing has substantial financial implications due to high-value sports properties and associated rights.
There are frequent legal issues related to sports properties.
Practitioners need to be cognizant of legal aspects of sports practices.

Intellectual Property (IP)

IP protects sports entities by rewarding invention, creativity, and ingenuity.
It fosters an open and competitive marketplace.

Trademarks

A word, name, symbol, or image used by an entity (e.g., team logos).
Protect the identity of sports teams and products.
Can last indefinitely, renewable every 10 years.
Types of Trademarks:
- Trade Dress (overall appearance of product/packaging)
- Service Marks (services like broadcasting ESPN, Fox Sports)
- Collective Marks (membership in associations, sports leagues, professional associations)

Trademark Functions

Identify the source of a product/service.
Protect consumers from confusion.
Guarantee product quality.
Demonstrate the owner's goodwill.
Reflect substantial advertising investments.

Trademark Infringement

Unauthorized reproduction/use of a trademark in a manner likely to cause confusion.
False Designation of Origin (false claims about the product's source).
Trademark Dilution (weakening distinctiveness by another mark through blurring or tarnishment).

Trademark Infringement Defenses

Abandonment (the trademark owner discontinues usage).
Fair Use (use for description or comparison).
Genericness (the trademark becomes overly common).
Functionality (if the trademark is part of the product's function).

What Needs to Be Proven for Trademark Infringement

Ownership of a valid trademark
Priority of use
Likelihood of confusion
Similarity of marks
Harm to the trademark

Copyright Scope

Protects original works of authorship (literary, musical, and artistic).
Governed by the Copyright Act of 1976 and Digital Millennium Copyright Act (DMCA).
Marketers need to be aware of copyright laws when using written, musical, or audiovisual works.
Applies to expression of ideas, not the ideas themselves.

Copyright Infringement

Occurs when a copyrighted work is used without permission.
Courts consider:
- Purpose of use (commercial or educational)
- Nature of work (creative vs. factual)
- Amount of work used
- Effect on potential market.

Copyright Infringement Defenses

Fair Use (use for education, commentary, criticism)
De Minimis (use is trivial)
First Sale Doctrine (original owner can't control resale after sale)
Independent Creation (work created separately without copying)

Proving Copyright Infringement

Originality of the work
Fixation of the work
Access to the work
Substantial similarity to the copyrighted material

Patents

Protect new inventions, designs, or processes.
Ensure inventors are rewarded for ingenuity.
Promote innovation in the sports industry.
Typically last about 20 years.
Types of Patents:
- Utility Patents (new processes or machines)
- Design Patents (ornamental designs)

Patent Infringement

Unauthorized use, making, or selling of a patented invention.

What Needs to Be Proven for Patent Infringement

Ownership of a valid patent
Novelty of the invention
Non-obviousness of the invention
Utility of the invention

Patent Infringement Defenses

Invalidity
Non-infringement
Laches (delaying legal action)
Experimental Use (non-commercial use)

Ambush Marketing

A form of associative marketing to generate goodwill from an event without official sponsorship.
Competitors try to associate their brand with a sponsor's event, causing confusion.

Reasons for Ambush Marketing

High costs of rights fees
Ambush marketing is effective
Consumers don't always notice ambush efforts
Advertisers' attitudes are changing

Ambush Strategies

Sponsor Media Coverage
Sponsorship Subcategories
Player's Pool Contributions
Purchase Advertising Time During Rebroadcasts
Coincide Advertising With Event Timing
Other Dilution Strategies

Ways to Prevent Ambush Marketing

Understand how to ambush rivals' strategies
Limit the number of sponsors
Limit signage and advertising near the venue
Limit endorsement of non-associated brands by teams and players
Enforce blackout periods
Proactive surveillance programs
Event organizers exercising more control over advertising

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Description

Test your knowledge on the legal aspects of sports marketing, focusing on ambush marketing and intellectual property. This quiz will cover the differentiation of IP types, claims and defenses against infringement, and methods to mitigate ambush marketing in the sports industry.