TY  - CHAP
U1  - Buchbeitrag
A1  - Nufer, Gerd
ED  - Chadwick, Simon
T1  - The Football World Cup 2014
T2  - International cases in the business of sport
N2  - International sporting events such as the Football World Cup constitute the ideal platform for companies to implement their target-group-specific marketing communications. Therefore, sporting event organisers sell exclusive marketing rights for their events to official sponsors. In return, these sponsors acquire exclusive opportunities to utilise the event for their own marketing purposes.
Ambush marketing is the method used by companies that do not actually hold marketing rights to an event, but still use marketing activities in diverse ways to establish a connection to it. The philosophy of ambush marketing consists of achieving conventional marketing objectives using unconventional methods. However, it creates the risk of fines or punishment, since companies that use these strategies even though they do not have sponsorship rights are violating legal requirements.
This case study introduces and analyses the marketing communications tools of sports sponsorship and ambush marketing.
Y1  - 2017
SN  - 978-1-138-80245-2
SB  - 978-1-138-80245-2
SP  - 183
EP  - 189
S1  - 7
PB  - Routledge
CY  - London ; New York
ER  -