Sports Sponsorship and Marketing: Commercial Issues - LAWS8083

 
Faculty: Faculty of Law
 
 
School:  Faculty of Law
 
 
Course Outline: See below
 
 
Campus: Kensington Campus
 
 
Career: Postgraduate
 
 
Units of Credit: 6
 
 
EFTSL: 0.12500 (more info)
 
 
Indicative Contact Hours per Week: 2
 
 
Enrolment Requirements:
 
 
Prerequisite: Academic Program must be either 9200, 9210, 5740 or 9230
 
 
Excluded: JURD7683
 
 
Fee Band: 3 (more info)
 
 
Further Information: See Class Timetable
 
 

Description


This course has been designed to give postgraduates an in depth understanding of the commercial issues which arise in the context of the sponsorship and marketing of sport. Issues such as development and protection of intellectual property by organisations and individuals, licensing images, merchandising and branding, essential contractual terms, drafting and negotiating sponsorship agreements, dealing with sponsorship conflicts, as well as legislation affecting these arrangements will be considered in a detailed manner.


LLM Specialisations


Corporate and Commercial Law;
Corporate, Commercial and Taxation Law;
Innovation Law;
Media and Technology Law.

Recommended Prior Knowledge


None

Course Objectives


The objectives of the course are to provide postgraduates with current areas of law and thinking which relate to sports sponsorship and marketing.

Main Topics


  • Introduction to sports sponsorship and marketing: the "players"
  • Use of sportspeople in marketing and sponsorship
  • Intellectual property in the sports context: trade marks, copyright, patents and other forms
  • Regulation for specific high profile events
  • Broadcasting regulation
  • Practical perspectives
  • Sponsoring: let the buyer beware
  • How to make sponsorship contracts work
  • A consultant's view of the sponsorship arrangement
  • Regulation of alcoholic beverages and tobacco advertising
  • Rights of personality and privacy
  • Ticketing issues and marketing programs

Assessment


Class participation 10%
Essay plan 20%
Essay 70%
 

Course Texts


Prescribed
Law School Supplementary Materials.

Recommended

  • Beloff et al, Sports Law
  • CCH, Sports Law Reporter
  • CCH, Australian Trade Practices Reporter
  • Healey, Sport and the Law (3rd ed) 2005
  • Verow et al, Sport, Business and the Law
  • McKeough et al, Intellectual Property in Australia, (3rd ed) 2003.
  • McGinness, Intellectual Property commercialisation: a business manager's companison