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The Football World Cup 2014

  • 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.

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Author of HS ReutlingenNufer, Gerd
Erschienen in:International cases in the business of sport
Place of publication:London ; New York
Editor:Simon Chadwick
Document Type:Book chapter
Publication year:2017
Page Number:7
First Page:183
Last Page:189
PPN:Im Katalog der Hochschule Reutlingen ansehen
DDC classes:650 Management
Open access?:Nein