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Ambush Marketing in Sport
Ambush Marketing in Sport
Simon Chadwick Nicholas Burton Cheri Bradish
Introduction

Few industries or marketing communications activities mark out sport as a unique and specialized business as effectively and significantly as sponsorship. Today a defining component of integrated sport marketing communications, sponsorship has evolved over the past thirty years growing in value, sophistication, and strategy, and has become established as a major source or revenues for sport organizations and an important vehicle for marketers around the world. However, in line with this progressive development as a strategic sport marketing tool, competition to official sponsorship in the form of ambush marketing has also emerged and evolved, offering brands the opportunity to ...

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