Ambush Marketing

This book undertakes a critical examination of commercial rights to sports mega-events (focusing on sponsorship), the exclusivity of such rights and the legal implications of the modern mega-event sponsorship model. It examines ambush marketing of events and the law’s treatment of ambushing (specifically in the form of sui generis event legislation) in a review of 10 major jurisdictions selected on the basis of the importance of the events they are to host in the near future or have hosted recently, and the relevant domestic legislation. It critically examines the legitimacy of such commercial rights protection by means of the use of laws in the context of accepted principles of intellectual property law, competition law and human rights law. Specifically, it questions the legitimacy of the creation of statutory ‘association rights’ to mega-events, and considers potential future developments in respect of the law’s treatment of mega-event commercialisation. Valuable for practitioners and academics (in the fields of sportslaw/sponsorship/marketing/intellectual property law); sports administrators (sports governing bodies); corporate sponsors of sports and other events; potential mega-event host governments and law-makers; civil rights organisations.

Ambush marketing is a strategy by which a company or organisation uses their marketing communications to associate themselves with an event without being an official sponsor or authorised partner or licensee. It has become a particular concern in the marketing of major sports events, with international sponsorship and branding properties. Ambush Marketing in Sports is offering comprehensive analysis of the theoretical and practical implications of ambush marketing.

Ambush marketing is a strategy by which a company or organisation uses their marketing communications to associate themselves with an event without being an official sponsor or authorised partner or licensee. It has become a particular concern in the marketing of major sports events, with international sponsorship and branding properties worth many millions of dollars. Ambush Marketing in Sports is the first book to offer comprehensive analysis of the theoretical and practical implications of ambush marketing. Drawing on cutting-edge empirical research data, the book outlines an innovative model for understanding ambush marketing and offers practical advice for all stakeholders, from sponsors and event organisers to media organisations. The book examines the opportunities and the risks of ambush marketing, assesses the legal, ethical and business dimensions, and offers advice for preventing ambush marketing in a range of contexts. Fully supported throughout with examples and cases from major international sports events, such as the FIFA World Cup and the Olympic Games, this book is important reading for any student, researcher or practitioner with an interest in sport marketing, sport business or event management.

In the contemporary world many corporate entities pour in huge sums of money to sponsor popular sports and cultural events with the aim of promoting their brands and products exclusively. Increasingly, however, they find themselves outwitted by ambush marketing--ingenious and innovative ways used by rivals to associate their brands with a particular event and derive enormous gains, but without paying sponsorship fees. Event organizers, including major international committees and governments, view this phenomenon as a threat, because they rely heavily on sponsors to finance events. This unique book explores how the highly competitive, yet self-confident, world of business promotion and advertising has been shaken by ambush marketing. Using examples from around the world, it surveys the different ambush marketing practices prevalent today. It shows the limitations of traditional legal measures such as actions for passing off, and infringement of trademarks and copyright in dealing with such activity. The author offers insights into possible solutions to the problem and includes an extensive discussion on the significance of event-specific anti-ambush marketing legislation. Widening the scope of the discussion, he goes on to examine whether placing restrictions on ambush marketing would be valid in the context of competition law and whether any constitutional rights may end up being violated.

This student text provides a foundation of theory and principles for those seeking sports management position. It provides an overview of the reasons and foundations for sport marketing as well as theoretical and research issues, and why market segmentation is important.

The only book specifically focussed on laws to control ambush marketing in the UK and other jurisdictions, this work gives detailed analysis of legislation specific to particular sporting events as well as the protection of traditional intellectual property rights in this area.

"This book focuses on sport marketing concepts, theories, applications and cases/expert perspectives on the Canadian marketplace. It covers essential topics including the Canadian sport system, market research, consumer behavior, digital marketing, and provides an example of a marketing plan for students to use and build from. In the Know sidebars and Executive Perspective sidebars provide practical application to the material and follow successful programs and individuals"--

Sports marketing has become a cornerstone of successful sports management and business, driving growth in sport organisations and widening fan-bases. Showcasing the latest thinking and research in sports marketing from around the world, the Routledge Handbook of Sports Marketing goes further than any other book in exploring the full range of this exciting discipline. Featuring contributions from world-leading scholars and practitioners from across the globe, the book examines theories, concepts, issues and best practice across six thematic sections—brands, sponsorship, ambush marketing, fans and spectators, media, and ethics and development—and examines key topics such as: consumer behaviour marketing communications strategic marketing international marketing experiential marketing and marketing and digital media Comprehensive and authoritative, the Routledge Handbook of Sports Marketing is an essential reference for any student or researcher working in sport marketing, sport management, sport business, sports administration or sport development, and for all practitioners looking to develop their professional knowledge.

Make the most of ambush marketing There is a myth that it's only major sponsors of huge events that get ambushed. The truth is that ambush marketing goes on at all levels of the sponsorship industry, from small charities to industry associations, festivals and the Soccer World Cup. In a world first, bestselling author Kim Skildum-Reid puts her more than 20 years of sponsorship marketing experience into the topic of ambush marketing. The Ambush Marketing Toolkit (with accompanying CD) provides sponsors, events, and prospective ambushers with a no holds barred, strategic approach to ambush prevention and the mounting of a successful ambush. “When conceptualized and managed on a superficial level, sponsors can be easily ambushed by competitors - those who are able to build stronger and more meaningful relationships with the target audience despite their non-sponsor status. And that's why most marketers should be itching to gat hold of The Ambush Marketing Toolkit, because no one likes to be ambushed, especially when it equates to shooting yourself in the foot.”--Suzanne Pollock, AMAMI for the Australian Marketing Institute

"This book helps students prepare for careers in the fast-paced world of sport marketing, as well as provides a resource for practitioners looking for the latest information in the field. The book offers abundant examples of the latest issues in the competitive marketplace"--