Ambush Marketing in Sports

By Gerd Nufer

© 2013 – Routledge

176 pages

Purchasing Options:
Paperback: 9781138833869
pub: 2014-12-23
US Dollars$42.95
Hardback: 9780415626781
pub: 2013-03-11
US Dollars$145.00

Look Inside

About the Book

Ambush marketing is a strategy by which a company or organisation uses their marketing communications to associate themselves with an event without being an official sponsor or authorised partner or licensee. It has become a particular concern in the marketing of major sports events, with international sponsorship and branding properties worth many millions of dollars. Ambush Marketing in Sports is the first book to offer comprehensive analysis of the theoretical and practical implications of ambush marketing.

Drawing on cutting-edge empirical research data, the book outlines an innovative model for understanding ambush marketing and offers practical advice for all stakeholders, from sponsors and event organisers to media organisations. The book examines the opportunities and the risks of ambush marketing, assesses the legal, ethical and business dimensions, and offers advice for preventing ambush marketing in a range of contexts. Fully supported throughout with examples and cases from major international sports events, such as the FIFA World Cup and the Olympic Games, this book is important reading for any student, researcher or practitioner with an interest in sport marketing, sport business or event management.

Table of Contents

1. Introduction 2. Theoretical Foundation of Ambush Marketing 3. Ambush Marketing in Practice 4. Structuring the Strategies and Manifestations of Ambush Marketing 5. Consequences of Ambush Marketing 6. Interdisciplinary Evaluation of Ambush Marketing 7. Prevention of Ambush Marketing 8. Empirical Research on the Impact of Ambush Marketing 9. Critical Assessment of Ambush Marketing 10. Final Observations

About the Author

Gerd Nufer is Professor of Business Administration specializing in Marketing and Sport Management at Reutlingen University, Germany. He is also Directorof the German Institute for Sport Marketing based at the same university. Gerd worked in the marketing industry before moving into academia and has published widely on the subject in both journals and books.

About the Series

Routledge Sports Marketing Series

The Sport Marketing Series provides a superb range of texts for students and practitioners covering all aspects of marketing within sports. Structured in three tiers the series addresses:

  • Sub-disciplines within sports marketing: for example, branding, marketing communications, consumer behaviour
  • Sports and sporting properties to which marketing is applied: for example, the marketing of football, the marketing of motor sports, marketing of the Olympic Games
  • Philosophy, method and research in sports marketing; for example, research methods for sports marketing students, theoretical perspectives in sports marketing, undertaking successful research in sports marketing

International in scope, they provide essential resources for academics, students and managers alike. Written by renowned experts worldwide and supported by excellent case studies and pedagogic tools to accelerate learning, the texts available in the series provide:

  • a high quality, accessible and affordable portfolio of titles which match development needs through various stages
  • cutting-edge research and important developments in key areas of importance
  • a portfolio of both practical and stimulating texts in all areas of sport marketing

The Sport Marketing Series is the first of its kind, and as such is recognised as being of consistent high quality and will quickly become the series of first choice for academics, students and managers.

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Subject Categories

BISAC Subject Codes/Headings:
BUSINESS & ECONOMICS / Marketing / General
SPORTS & RECREATION / Business Aspects