When Do Ex-Sponsors Become Ambush Marketers?

Abstract

Sponsors claim that ambush marketing damages the integrity and financial basis of an event, however, definitions of “ambushing” remain ambiguous, particularly where more than oneparty lays claim to specific images. When the New Zealand Rugby Football Union (NZRFU) changed its official apparel supplier from Canterbury International Limited (CIL) to adidas, CIL argued it was entitled to draw on its past involvement with the All Blacks. This paper explores ambush marketing in NZRFU v CILand concludes by offering suggestions that couldreduce the likelihood of similar situations arising

Citation

Hoek, J. and Gendall, P. (2002), "When Do Ex-Sponsors Become Ambush Marketers?", International Journal of Sports Marketing and Sponsorship, Vol. 3 No. 4, pp. 16-34. https://doi.org/10.1108/IJSMS-03-04-2002-B004