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Ambush Marketing

Brand Protection Across Borders: Navigating World Cup 26 IP Regulations

News 23/06/2026

Major sporting events present opportunities for many businesses, particularly those who have lucrative official sponsorship packages. Businesses that do not pay for these packages will also seek to exploit the tournament, hoping to capture the same goodwill as the official sponsors without the hefty price. This is often referred to as ‘ambush marketing’.

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Court Of Justice Of The European Union
European, Industry News 22/01/2026

CJEU asked to interpret Article 3(d) in new SPC referral

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