Previous Chapter Chapter 8: Ambush Marketing in Sport Next Chapter

  • Citations
  • Add to My List
  • Text Size

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

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 ...

Looks like you do not have access to this content.


Don’t know how to login?

Click here for free trial login.

Back to Top

Copy and paste the following HTML into your website