The Evidence
28 SOCOG relied, first, upon the affidavit of Mr John Lawrence Moore sworn 20 March 2000. Mr Moore was not available for cross-examination and the parties agreed that no point should be taken about the failure to cross-examine him in. Nor was any objection taken to the reading of his affidavit on that basis. Mr Moore set forth, in general terms, the nature of a sponsorship arrangement and referred to the consideration paid by a sponsor for the right to promote the association of its brand with another company or event often containing both a cash and a value in kind component. He deposed that sponsorship agreements generally contained information regarding the sponsor's marketing rights and supply obligations, which could enable the identification of a sponsor's marketing and manufacturing plans, new concept development and market share information. He said that if such information was disclosed to a competitor "it would vastly increase the competitor's ability to neutralise the sponsor's strategic investment". Accordingly, he said, it was standard practice in the marketing industry for the terms of sponsorship agreements to be reached in confidence between the parties and, in his experience, those terms were closely guarded and highly protected by the parties.
29 He referred to other extremely commercially sensitive information that sponsorship agreements contained, which would give a competitor an insight into the design, manufacturing, distribution and pricing aspects of a sponsor's business.
30 He deposed, in paragraph 15, to the fact that disclosure of the terms of a sponsorship agreement to a competitor would enable the competitor to identify the level of protection and exclusivity of rights, which the sponsor had against third parties, which would allow the competitor to target areas of the sponsorship which were not protected.
31 Mr Moore dealt with SOCOG sponsorships, saying that there was a myriad of permutations to the final package of marketing rights that may be offered to a sponsor.
32 He dealt with the Pacific Dunlop Sponsorship Agreement which he said was negotiated under his supervision and contained "significant commercially sensitive information". He noted it also contained a confidentiality provision, and he continued that the disclosure of the terms of that agreement to Reebok would enable it to compare the terms of the standard SOCOG Sponsorship Agreement with that of the Pacific Dunlop Agreement, and that that would enable Reebok to gain an insight into how forms of the standard Olympic Committee sponsorship could be negotiated and the type of packages "to this sponsorship product category". From this he opined that Reebok would have a headstart and competitive edge over Pacific Dunlop or other potential sponsors tendering for and negotiating sponsorships in relation to future Olympic Games. He said the identification of the areas which Pacific Dunlop had negotiated with SOCOG would give Reebok an insight into how Pacific Dunlop did business, and that the disclosure of certain generic provisions to Reebok would give it an insight into how far SOCOG was prepared to negotiate the generic provisions and enable it to identify which generic provisions were important to Pacific Dunlop. This involved an amalgam of the position of the Olympic organising committee and Pacific Dunlop. He considered that this may also highlight areas of weakness in Pacific Dunlop's business, and said that the disclosure of Pacific Dunlop's sponsorship rights to Reebok would enable Reebok to identify the scope of the sponsorship rights, opportunities available and the extent the rights were being exploited with the consequence that Reebok would be in a position to formulate its own marketing strategy by reference to that of Pacific Dunlop. He identified certain provisions which, in his opinion, would enable Reebok to analyse Pacific Dunlop's marketing strategies and opportunities, and referred to the potential consequences of the disclosure of the terms of the Pacific Dunlop Agreement in relation to the operation of the Sydney Olympic Games.
33 There can be no real doubt that the terms of a commercial agreement are, generally speaking, confidential between the parties. A disclosure of them may well have the consequences of providing a competitor with information, which it would not otherwise have and which it may well be able to use to its advantage. However, those matters have to be balanced against the fact that there is litigation between the competitor and one of the contracting parties based on the entry by that contracting party into a sponsorship contract with the third party. An important matter for decision in this case is whether the entry into the Pacific Dunlop Agreement entitled Reebok to terminate its agreement with SOCOG and, for this to be reached, it would seem, at least prima facie, that Reebok should be able to consider that agreement.
34 The other affidavit upon which SOCOG relied was that of Ms Catherine Jane McGill sworn 23 March 2000. She is Legal Counsel and Programme Manager, Brand Protection of SOCOG and responsible for the operation and management of its brand protection programme of intellectual property enforcement. Her role includes managing SOCOG's anti-ambush campaign and includes monitoring all forms of media to check for ambush marketing activities. She described ambush marketing as including conduct by a non-sponsor, which seeks to undermine the official sponsor's exposure and/or boosts the ambusher's own brand awareness in the lead-up to or during the Olympic Games. She said that such conduct may not be actionable under the Sydney 2000 Games (Indicia and Images) Protection Act 1996 or the Trade Practices Act.
35 She gave evidence about ambush marketing, the effect of which she said was to diminish the value of the exclusive rights granted to sponsors and to destabilise the Olympic sponsorship programmes. She also said that such marketing threatened the revenue, which could be earned by SOCOG under its sponsorship agreements, and the potential consequences of this.
36 In paragraph 7 she set out a number of examples of ambush marketing activities but, in cross-examination, she conceded that reading the Pacific Dunlop Agreement would not assist Reebok in carrying on any of those activities. None-the-less, in paragraph 9, she concluded that if Reebok was able to read the Pacific Dunlop Agreement, which she said she had, it would be able to identify gaps in the marketing rights granted as well as seeing the precise nature of the marketing rights granted to Pacific Dunlop. This, in turn, would enable Reebok to implement a marketing campaign exploiting the areas under the Pacific Dunlop Agreement for which Pacific Dunlop had no marketing rights, as well as targeting selected areas in which Pacific Dunlop had been granted marketing rights.
37 The cross-examination of Ms McGill on the topic of ambush marketing eroded, to a not insubstantial extent, the fears she had expressed about that. I have referred to her concession in relation to the matters raised in paragraph 7 of her affidavit and, in the end, it seemed to me that the term "ambush marketing", which has a pejorative ring, was intended to identify nothing more than marketing by competitors of sponsors in opposition to the sponsors, which is an everyday occurrence in commercial life.
38 On behalf of Reebok reliance was placed upon the affidavits of Ms Kathryn Cecilia Everett, a partner in Freehill, Hollingdale & Page, the external solicitors for Reebok, with the carriage of this matter, of 3, 5 and 6 April 2000. Ms Everett stated in her first affidavit that throughout the proceedings she had received instructions from Mr Pace and Mrs Cucurullo, the former being Vice-President and General Counsel of Reebok, and the latter being a counsel of Reebok reporting to Mr Pace. She stated that each had informed her that he and she was prepared to execute appropriate undertakings of confidentiality. Her evidence was that in the absence of being able to confer with Mr Pace and Mrs Cucurullo she would be unable to obtain full instructions and, further, that she had been informed by Mr Pace that he did not foresee a need to disclose the agreements to Mr Paul Fireman, the Chief Executor Officer and Chairman of Reebok, or to its executive committee or members of the Board for the purposes of instructing her in relation to the proceedings or for the purpose of reporting to those people. In her affidavit of 6 April 2000 she said that having reviewed the agreements it remained her view that Reebok's external legal representatives could not properly prepare evidence in opposition to SOCOG's Notice of Motion, present arguments in opposition to it, and properly conduct these proceedings if no officer or employee of Reebok is provided with copies of the Pacific Dunlop Agreement. She continued:-
"As a result of the Preliminary Review it is also my view that the Plaintiff's external legal representatives cannot properly prepare evidence in relation to issues such as, without limitation, breach, the materiality of the alleged breaches; the extent to which the alleged breaches are capable of ready and the damages to the plaintiff as a result of those breaches unless relevant witnesses are provided with copies of the agreements."
39 She referred to the fact that the preliminary review had led her to the conclusion that she may wish to advise Reebok of further breaches disclosed by the agreements and seek its instructions as to whether it wished to amend the pleadings to particularise them and to further particularise breaches already alleged. She further deposed to the fact that following the preliminary review she remained of the view that she would be inhibited in her communications with those who instruct her if no officer or employee of Reebok is permitted to see the agreements and that the agreements are clearly essential to many of the issues in the proceedings. She continued:-
"Discussion of these Agreements has been and will continue to be of considerable importance to the conduct of these proceedings. If I have information concerning these Agreements which is not available to my clients it is likely to result in my being unable to discuss the Agreements with them at all. As a result of the breadth of the Confidentiality Undertaking I have been required to execute I would be concerned that even discussion of matters which were known by my client prior to the disclosure of the Agreements to external legal counsel may risk my being in breach of my undertaking."