Formula One driver Eddie Irvine has notched up his first victory since the start of this year’s Grand Prix series. Surprisingly, this took place before the High Court in a decision that marks the turning of the tide against unauthorised use of names or likenesses of celebrities for advertising, marketing or endorsement activities.
Many businesses view the association of their goods or services with an appropriate celebrity as being a highly effective marketing tool. Football stars of today are not only competing against each other on the pitch but also on the shelves; Coca-Cola has signed up Real Madrid’s Luis Figo in a deal expected to be worth E2m (£1.2m) a year, whereas Pepsi has David Beckham on its books. Beckham also boosts his income from deals with Adidas, Police and Marks & Spencer. Indeed, it is no secret that celebrities’ earnings from promotional opportunities can far outstrip the wage packets from their chosen careers.
