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Ambush marketing in sports

  • 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.

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Author of HS ReutlingenNufer, Gerd
Erschienen in:Journal of sports management and commercialization
Publisher:Common Ground Publishing
Place of publication:Champaign, Illinois
Document Type:Journal article
Publication year:2014
Tag:Olympics; Soccer World Cup; ambush marketing; event marketing; sporting events; sports sponsorship
Page Number:17
First Page:11
Last Page:27
DDC classes:650 Management
Open access?:Nein