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What is being done to deter ambush marketing? Are these attempts working?

Trevor Hartland (Senior Lecturer in Marketing, University of Glamorgan, Pontypridd, South Wales, UK CF37 1DL)

International Journal of Sports Marketing and Sponsorship

ISSN: 1464-6668

Article publication date: 1 July 2005

235

Abstract

This paper examines industry responses in Australasia and Europe to the growing practice of ambush marketing, to establish whether the measures that have been put in place to deter the practice have indeed prevented the 'ambush' effect, whereby audiences associate non-sponsoring organisations with particular sporting events. Although some of these measures may be more effective than others in blocking ambush attempts, they also come with potentially negative consequences for event sponsors.

Citation

Hartland, T. and Skinner, H. (2005), "What is being done to deter ambush marketing? Are these attempts working?", International Journal of Sports Marketing and Sponsorship, Vol. 6 No. 4, pp. 26-36. https://doi.org/10.1108/IJSMS-06-04-2005-B005

Publisher

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Emerald Group Publishing Limited

Copyright © 2005 by Winthrop Publications Limited

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