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The legal and practical prevention of ambush marketing in sports
Author(s) -
Townley Stephen,
Harrington Dan,
Couchman Nicholas
Publication year - 1998
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/(sici)1520-6793(199807)15:4<333::aid-mar4>3.0.co;2-9
Subject(s) - ambush marketing , authorization , marketing , advertising , political science , sports marketing , business , public relations , event (particle physics) , psychology , marketing management , relationship marketing , computer security , computer science , physics , quantum mechanics
Ambush marketing has emerged in recent years as an effective, if controversial, weapon in the arsenal of marketing departments seeking to associate themselves with sports events without the official authorization or endorsement of the event organizer. This article highlights the dangers posed by ambush marketing to owners of commercial rights in these events and examines the legal mechanisms available to prevent and minimize the likelihood of suffering damage to marketing campaigns by third‐party ambush tactics. © 1998 John Wiley & Sons, Inc.