Reposted from DLA Piper’s Media & Sport Group Bulletin

Editorial Team: Nick FitzpatrickDuncan Calow and Patrick Mitchell

Authorities in New Zealand are using the Major Events Management Act 2007(MEMA) to combat ambush marketing at this year’s Rugby World Cup (RWC).

The RWC has been declared a “Major Event” for the purposes of MEMA (under the Major Events Management Act (Rugby World Cup 2011) Order 2007) – as such, parties that are not official commercial partners of the RWC are prohibited from marketing their goods and services in any way that suggests they are official sponsors or otherwise associated with the event. The MEMA attempts to prevent ambush marketing by prohibiting the use of key event emblems and words, including phrases such as “Rugby World Cup” and “Webb Ellis Cup”, as well as the use of the RWC logo or image of the Web Ellis Cup, in any advertising or promotional activity. Furthermore, the MEMA seeks to provide areas and routes around the stadia where unauthorised advertising and street trading are prohibited.

Continue Reading Authorities fight ambush marketing at the Rugby World Cup


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