Liverpool FC will also work closely with the media and stadium management to combat

the issue of ambush marketing. Because of the size and scope of the event, we believe that onsite policing tactics - which range from confiscation of non sponsor product and signage to the
creation of clean zones - will be the most effective way to prevent activities of ambush
marketing. These tactics will be used to combat the activities of ambush marketers such as
securing strategically-placed billboards, erecting tents and inflatables in high-traffic locations,
and distributing literature and samples to consumers attending the event. If a company will use a
trademark name, symbol or logo that is identical or confusingly similar to that owned by the
event organizer, a lawsuit can be brought for trademark infringement under the Lanham Act (15
U.S.C. 1114; 2000), provided that the event organizer can also demonstrate that the alleged
infringing mark is likely to cause consumer confusion (McKelvey & Grady, 2008).