sponsorhip Flashcards
(7 cards)
1
Q
what is a sponsorship agreement?
A
no legal definition of sponsorship, but when a company who wants to enhance its social reputation establishes a link between its name/image/activity to:
- cultural/sportive event
- famous event
- famous person
2
Q
the content of the sponsorhip agreement (briefly)
A
sponsor: right to establish association by paying / financing a specified amount
sponsee: be diligent in performing its activity
3
Q
the main written clauses of the sponsorship agreement
A
- detailed description of the link to be realized between product and testimonial
- behaviour the sponsee CANNOT undertake
- circumstances that can MODIFY/INTERRUPT the agreement
- payment
- duration
- renewal
- exclusivity
4
Q
what is ambush marketing
A
when a company tries to ASSOCIATE itself with a big event WITHOUTY PERMISSION
risk of damaging the official sponsor
5
Q
the types of ambush marketing
A
- insurgent: invades
- saturation: dominates visibility without a direct link to the event
- predatory: explicit use of trademarks, logos, or IMAGERY CONNECTED without permission
6
Q
prohibition of ambush marketing in italy (4)
A
prohibits parasitic advertising such as:
- creating an indirect connection to the event, capable of misleading the public in identifying it as the official sponsor
- fals declaration of being the advertiser
- promoting one’s own brandm unauthorized, which could generate erroneous association
- sale or advertising products or services improperly marked with logos (in part full or similar) likely to mislead the public
7
Q
exceptions to ambush marketing in italy (4)
A
- sponsorhip contracts of authorized participants participating in the event
- **organizer has not registered a trademark in relation to the event
** - 180 days after the event
- events other than SPORT/CULTURE/NATIONAL OR INTERNATIONAL IMPORTANCE/FAMOUS ARTISTS
