Expo 2020 Dubai Association Rights

Author SumikashaC Licence CC BY-SA 4.0 Source Wikimedia 

Jane Lambert

Expo 2020 Dubai opened on 1 Oct 2021. It should have taken place between 20 Oct 2020 and 10 April 2021 but, like the Tokyo Olympics, it was postponed for a year because of the pandemic.  As it happens, International Expos have a lot in common with the Olympic Games. They attract visitors from all parts of the world. They require lavish sponsorship.  They are regulated by ithe Bureau International des Expositions much in the way that the Games are regulated by the International Olympic Committee.

Like the Olympics and other major sporting events, their funding is vulnerable to ambush marketing.  The booklet, Expo 2020 Dubai Brand Protection Guidelines, describes ambush marketing as "the act of creating a false or unauthorized association with an event, whether intentional or not." It effectively gives worldwide publicity to the ambushers for nothing.

The right to associate with a major sporting event or Expo is called an "association right" and it is regarded as an intellectual property right (see para 16.1 (6) of the Part 63 Practice Direction).  I discussed the legislation that protected the rights of the International Olympic Committee and the London Organizing Committee in Olympics Association Right and London Olympics Association Right on 31 July 2012 in NIPC Law.  Similar legislation has been enacted for the Commonwealth Games in Birmingham in 2022 which I mentioned in Guidance on Birmingham Commonwealth Games Association Right on 10 Aug 2021 in NIPC West Midlands.

The marks that are protected in the United Arab Emirates include the composite word and device marls of the Bureau International des Expositions and Expo 2020 Dubai. Images of those marks appear on pages 11 to 13 and 16 of the booklet. The booklet suggests that neither the Emirati nor the Dubai government has enacted special legislation to protect those marks or association rights. The intellectual property rights that are mentioned on page 19 are trade marks and copyright. I discussed the relevant legislation in UAE Trade Mark Law on 30 May 2013 and copyright and related rights on 4 Jan 2012 and 11 Feb 2012.

The booklet does not mention the courts in which infringement proceedings would be brought. It is assumed that these will be the civil courts in Dubai. As an intellectual property law has been enacted for the Dubai International Financial Centre. it may also be possible for sponsors to seek relief in the Centre's English speaking common law courts (see  Introduction to, and Overview of, the New DIFC Intellectual Property Law 11 Dec 2019).  An advantage of that jurisdiction is that the DIFC provides a remedy for passiong off (see The DIFC Law of Passing-Off  7 April 2012).

Changing the subject, almost every country in the world seems to be represented with its own pavilion in Dubai including very small states such as Monaco and the Holy See.  The British pavilion seems particularly lavish.   A day ticket to the Expo costs 95 UAE dirhams which is just under £20 and children, students, seniors and "people of determination" get in for free.  That compares very favourably to the Roman remains in Bath, an important tourist attraction in this country. 

Anyone wishing to discuss this article can call me on  +44 (0)20 7504 5252 during office hours or send me a message through my contact form. 

Ambush Marketing and the World Cup 2022

Ambush marketing has been defined as "a marketing strategy that consists in a company hitching a ride on the back of the sponsor of a sports event whose programme of sponsorship is particularly ill conceived and/or poorly executed" (see Jean-Michel Marmayou "Major Sports Events: How to Prevent Ambush Marketing" African Sports Law and Business Bulletin, 1/2013). A good example of ambush marketing was the distribution of clothing by a Dutch brewery in the 2006 and 2010 World Cups ostensibly in the colours of the Dutch national team that just happened to be the same as those of the brewery (see Jon Kelly "How ambush marketing ambushed sport" 17 June 2009 BBC News Magazine). The brewery which had not sponsored the event got free TV advertising in the Netherlands much to the consternation of another brewery that had sponsored the event.

The mischief of ambush marketing, so it is said, is that it discourages sponsorship and thus increases the expense and risk of hosting the event.  At least that is the justification for the draconian legislation proposed by the Scottish government in its Consultation on Draft Glasgow Commonwealth Games (Trading and Advertising) (Scotland) Regulations 2013

"Games sponsors provide a vital source of funding for the Commonwealth Games, without which Scotland would not be able to host the Games."

My answer to that is that if it is true then maybe we should re-think the way sporting competitions are organized and consider less expensive ways of staging them (see my article "Olympics Association Right and London Olympics Association Right" 31 July 2012 NIPClaw in respect of the notorious London Olympic Games and Paralympic Games Act 2006 and the far more strident criticism of Brian Perlanda in
"The Anti-Competitive Olympic Games" 1 July 2012 54 Orange County Lawyer, No 7, 32).

Nevertheless, we are where we are and the host city contract by which the Qatari Local Organizing Committee and each municipality hosting a match will contain clauses that would inhibit ambush marketing. That may well require special legislation in Qatar along the lines of the legislation for the London Olympics and Glasgow Commonwealth Games. In his article "Qatar! 2022!" in Al-Tamini's Law Update for March 2011 Stephen Jiew wrote:

"It remains to be seen whether Qatar will be enacting legislation specific to the FIFA World Cup to combat ambush marketing as did South Africa as hosts in 2010. If past enforcement efforts are anything to go by, the following could be key features of the event organiser’s program in the combat ahead with ambush marketers:

• Charge a special purpose vehicle with the authority to investigate and sue ambush marketers and infringers.

• Embark on an education campaign on the basics of intellectual property and ambush marketing including advertisements in consumer and trade publications targeting the public, retailers, potential sponsors, suppliers, licensees and athlete agents.

• Publicise legal actions filed alleging IP infringements.

• Conduct market surveillance of unlicensed merchandise and infringements.

• Put in place strict regulations at the official venues regulating the rules of entry such that non sponsor merchandise is banned.- See more at: http://www.tamimi.com/en/magazine/law-update/section-7/march-6/qatar-2022.html#sthash.6hBavwwc.dpuf"

The problem of ambush marketing and the response of host governments will be one of the many topics that we shall discuss at a conference on IP and sports that we plan to hold in London early in the new year. Though the immediate emphasis will be on Brazil as it is holding the World Cup next year and the Olympics in 2016 there will be lots to interest Qataris and others from the Gulf and indeed wider Middle East North Africa Area. If anyone wants to be involved in this project give me a ring on +44 (0)20 7404 5252 or contact me through Facebook, Linkedin, twitter or Xing, or fill in my contact page.