TY  - JOUR
U1  - Wissenschaftlicher Artikel
A1  - Nufer, Gerd
A1  - Bühler, André
T1  - Ambush marketing in sports
JF  - Journal of sports management and commercialization
N2  - A sports event organizer sells exclusive marketing rights for his event to official sponsors, who, in return, acquire exclusive options to utilize the event for their own advertising purposes. Ambush marketing is the practice by companies of using their own marketing, particularly marketing communications activities, to create an impression of an association with the event to the event audience, although the companies in question have no legal or only underprivileged or non-exclusive marketing rights for this event sponsored by third parties. So, the objective of ambush marketing is to benefit from the success of sports sponsorship without having the duties of an official sponsor.
It is fine line between creative marketing communication and infringing on sponsorship rights. From the perspective of the event organizers and sports sponsors ambush marketing represents an understandable threat, while from the perspective of the ambushers it offers the opportunity to reach the target audience in an attractive environment and at affordable cost. The paper defines and structures the phenomenon of ambush marketing and analyses the impacts of ambush marketing in sports. The results of an empirical study on the effects of ambush marketing in the frame of the FIFA Soccer World cup are presented and discussed.
KW  - ambush marketing
KW  - sports sponsorship
KW  - event marketing
KW  - sporting events
KW  - Soccer World Cup
KW  - Olympics
Y1  - 2014
UR  - http://jrmc.cgpublisher.com/product/pub.304/prod.5
VL  - 5
IS  - 1
SP  - 11
EP  - 27
S1  - 17
PB  - Common Ground Publishing
CY  - Champaign, Illinois
ER  -