Mazodier, M. ( 2012). Ambush marketing: The 2010 FIFA world cup South Africa. In N.Ferdinand & P. J.Kitchin (Eds.), Events management: An international approach (pp. 225– 228) London, UK: SAGE Publications Ltd. ISBN: 9780857022400.
The case describes ambush marketing strategies of multinational firms during the 2010 world cup in South Africa and how these companies managed to associate their brands with the world cup without paying for the privilege.