Article2004

Sponsorship ambushing in sport

64 citations0/0 files storedManaging Leisure

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Consumer Behavior in Brand Consumption and Identification Physical Education and Sports Studies Marketing and Advertising Strategies

Abstract

Ambushing occurs when a company that has no formal rights as an official sponsor, associates its own brand with a sport event with the intention of communicating the false impression that it is a sponsor. The article identifies and discusses seven potential ambush opportunities. The extent to which ambushing is effective is reviewed. Official sponsors receive little legal protection from ambushing, so they have to develop market strategies to counter it and three are presented here. The paper concludes with a discussion of the ethics of ambushing.

Citations in this library

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References

1994Point of View: Ambush Marketing: Immoral or Imaginative Practice?2001Psychology and Marketing 1998Ambush marketing: Corporate strategy and consumer reaction 1998Ambush marketing: The ethical issues

Cited by

2011The evolving sophistication of ambush marketing: A typology of strategies 2005Internationalising ambush marketing: a comparative study 2012Unmasking the ambushers: conceptual framework and empirical evidence 2012Evolving priorities in sponsorship: From media management to network management 2009Effects of ambush marketing: UK consumer brand recall and attitudes to official sponsors and non-sponsors associated with the FIFA World Cup 2006 2008Ambush Marketing in China: Counterbalancing Olympic Sponsorship Efforts 2019Sports sponsorship: scientific coverage in academic journals 2019Exploring user sentiment towards sponsorship and ambush marketing

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