Towards the regulation and restriction of ambush marketing? The first truly social and digital mega sports event: Olympic Games, London 2012

Nicolas Chanavat (Associate Professor, Université Paris Sud Bâtiment 335, 91405 Orsay, France)
Michel Desbordes (Professor, Université Paris-Sud, France, Editor, International Journal of Sports Marketing & Sponsorship)

International Journal of Sports Marketing and Sponsorship

ISSN: 1464-6668

Publication date: 1 April 2014

Abstract

This study investigates the regulation and restriction of ambush marketing during the London 2012 Olympic Games, with analysis of actions taken via social networks and digital marketing related to the mega sports event. Results show that, where this issue was concerned, the London Organising Committee of the Olympic and Paralympic Games (LOCOG) was the most restrictive OCOG in history. However, there are neither specific legal tools nor international agreements to prohibit ambush marketing and protect official sponsorships. This paper looks at the proliferation of ambush cases during the London 2012 Olympics and underlines the widespread growth of this practice, despite reinforcement of existing laws. Findings show that brands were very imaginative at the expense of official sponsors and that social networks can be powerful publicity channels.

Keywords

Citation

Chanavat, N. and Desbordes, M. (2014), "Towards the regulation and restriction of ambush marketing? The first truly social and digital mega sports event: Olympic Games, London 2012", International Journal of Sports Marketing and Sponsorship, Vol. 15 No. 3, pp. 2-11. https://doi.org/10.1108/IJSMS-15-03-2014-B002

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Publisher

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Emerald Group Publishing Limited

Copyright © 2014 by Winthrop Publications Limited

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