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A theoretical and empirical overview of ambush marketing in sports

  • For many companies, it is major international sporting events (in particular the Football World Cup or the Olympic Games) that constitute the ideal platform for the integration of their target group-specific marketing communication into an attractive sports environment. Sports event organizers sell exclusive marketing rights for their events to official sponsors, who, in return, acquire exclusive options to utilize the event for their own advertising purposes. Ambush marketing is the method used by companies that do not hold marketin rights to an event, but still use their marketing activities in diverse ways to establish a connection to it. There is still whidespread debate and confusion about the topic. Ambush marketing is often defined in different ways, by different people, according to their position as either supporters of opponents of the practice.

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Author of HS ReutlingenNufer, Gerd
Erschienen in:Routledge handbook of sports marketing
Place of publication:London ; New York
Editor:Simon Chadwick, Nicolas Chavanat, Michel Desbordes
Document Type:Book chapter
Publication year:2016
Page Number:19
First Page:161
Last Page:179
PPN:Im Katalog der Hochschule Reutlingen ansehen
DDC classes:796 Sport
Open access?:Nein