Law and Business of Sports Branding

Catalog description

Examines legal and business issues associated with personal and business branding, particularly in the context of professional and collegiate sports. Discusses and analyzes issues relating to: (1) what constitutes a 'brand' and how a 'brand' is developed; (2) the recent surge in personal branding by athletes, entertainers and other celebrity personalities; (3) athletes and other celebrities who have transformed their fame into personal branding platforms that support large business enterprises; (4) the basic principles of trademark law and how those principles apply to business and personal brands; (5) regulation and control of brands in professional and collegiate sports, and the Olympics; (6) licensing and corporate sponsorship; and (7) ambush marketing.