| Summary: | This book is a useful, non-academic and comprehensive first reference book intended for the business community, sporting clubs, sponsors, international sports associations, sports administrators, agents, advertising agencies, sponsorship and marketing directors, licensing and merchandising executives, and legal counsels. Among the areas covered in detail are:</p> sponsorship relationship (contract law) formalities of contract tax aspects exclusive arrangements territorial restrictions trademark policies advertising intellectual property franchising arbitration Sports Marketing in Europe covers 26 European countries plus EC aspects.</p>
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