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Sponzorstvo in problematika marketinga iz zasedeJagodic, Tone, 1957-Sponzorstvo je za šport pomemben finančni prihodek iz zasebnega sektorja. V zadnjem času je mogoče opaziti nekatera tipična ravnanja subjektov, ki skušajo s svojimi nedovoljenimi dejanji pridobiti ... koristi, ki jih prinaša sponzorstvo, med temi se zlasti pojavlja marketing iz zasede (angl. ambush marketing). Tudi če je dogodek ali medijski prenos dogodka sponzoriran, namreč nihče ne sme poskušati ustvariti vtisa, da je sponzor tega dogodka, če to dejansko ni. Navadno kršilec nima dovoljenja upravičenega subjekta in poskuša izkoristiti prostor, ki pravno ni zaščiten. Ogrožene so vse potencialne oblike sponzorstva, posledično pa se s tem športnim subjektom znatno omeji možnost sklenitve pogodbe s sponzorji. Oblike pravnega varstva pri tem so različne, tako s področja varstva pravic intelektualne lastnine, konkurenčnega prava, nelojalne konkurence, avtorskih pravic, osebnostnih pravic in odškodninskega prava kot posebne zakonodaje, sprejete za zaščito stranke pred marketingom iz zasede. Slednja je tudi osrednja tema tega prispevka.Source: Šport in pravo (Str. [215]-237)Type of material - article, component part ; adult, seriousPublish date - 2020Language - slovenianCOBISS.SI-ID - 24441091
Author
Jagodic, Tone, 1957-
Topics
šport in pravo |
športno pravo |
športniki |
sponzorji |
sponzoriranci |
sponzorske pogodbe |
marketing iz zasede |
sports law |
law |
sport |
athletes |
sponsors |
sponsored party |
sponsorship contract |
ambush marketing
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