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Article
Publication date: 12 September 2016

Gerd Nufer

The purpose of this paper is to comprehensively characterise the interdisciplinary phenomenon of ambush marketing in sports, structure its manifestations, illustrate the…

4141

Abstract

Purpose

The purpose of this paper is to comprehensively characterise the interdisciplinary phenomenon of ambush marketing in sports, structure its manifestations, illustrate the consequences associated with ambush marketing and provide a critical evaluation from an objective perspective.

Design/methodology/approach

Various approaches to the definition of ambush marketing are presented and the objectives pursued with ambush marketing are identified. In this paper a new approach has been developed to structure the strategies and manifestations of ambush marketing.

Findings

It is a fine line between creative marketing and infringing on sponsorship rights. So the interdisciplinary phenomenon ambush marketing is discussed controversially. Ambush marketing is situated at the intersection of two opposing spheres of interest conducting a battle for shares of the marketing potential of a sports event. On one side there is the disparaging view of ambush marketing founded on legal and/or ethical considerations. On the other, the author has the respectful assessment of ambushers characterised by their innovative, creative marketing.

Practical implications

The analysis conducted in this paper leads to the conclusion that a general evaluation or condemnation of ambush marketing is not feasible. A four-field matrix emerges from the combination of a legal-statutory consideration on one hand and an ethical-moral assessment on the other.

Originality/value

The paper describes and structures ambush marketing in a novel form and discusses illustrating examples from major sporting events. Ambush marketing is evaluated from a neutral perspective by summarising the opportunities and threats of ambush marketing which leads to a nuanced contemplation of ambush marketing.

Details

Sport, Business and Management: An International Journal, vol. 6 no. 4
Type: Research Article
ISSN: 2042-678X

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Article
Publication date: 1 July 2010

Gerd Nufer and André Bühler

This study examined the effects of event sponsorship, in the context of the two most recent FIFA World Cup (FWC) events hosted in Europe (France 1998 and Germany 2006). More than…

2022

Abstract

This study examined the effects of event sponsorship, in the context of the two most recent FIFA World Cup (FWC) events hosted in Europe (France 1998 and Germany 2006). More than 4,000 teenagers were incorporated into the sample in order to measure recall and image values for official FWC sponsors. The comparative findings suggest that it is nearly impossible to generalise about whether sponsoring the FWC is effective or not as a communication tool. For some companies it definitely is effective; for others the effects are limited. Ambush marketing, however, seems to be an effective alternative.

Details

International Journal of Sports Marketing and Sponsorship, vol. 11 no. 4
Type: Research Article
ISSN: 1464-6668

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