Download or read book Ambush Marketing Legislation to Protect Olympic Sponsors written by Teresa Scassa and published by . This book was released on 2015 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: Ambush marketing and its possible threat to brand equity has been identified as a key concern for mega sport event organisations and their sponsors. In recent years, international sport federations have sought to leverage the enormous interest in hosting their events in order to make anti-ambush marketing legislation a requirement for a successful bid. While sponsors may applaud such added protection, there are potentially a number of negative impacts that deserve consideration when discussing ambush marketing legislation. In this paper, we examine the growing trend for mega sporting event organizers to insist upon the enactment of legislation to protect against ambush marketing. Using the Olympic Games as a model, we provide a brief overview of the Olympic brand, Olympic sponsorship and the brand management/protection strategies developed by the IOC. Our study pays particular attention to the Vancouver Olympic Committee (VANOC) for the 2010 Olympic Winter Games and to the legislation enacted by the Canadian government to protect the Olympic and Paralympic brands. We examine some of the issues that arose in relation to the Vancouver Games, and discuss the impact of the growing use of anti-ambush legislation as the ultimate weapon to protect sponsors. While more research is needed to assess fully the impact of such legislation on various stakeholders, there are signs that perhaps it can do more harm than good.
Download or read book Ambush Marketing the Mega Event Monopoly written by Andre M. Louw and published by Springer Science & Business Media. This book was released on 2012-06-06 with total page 771 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book undertakes a critical examination of commercial rights to sports mega-events (focusing on sponsorship), the exclusivity of such rights and the legal implications of the modern mega-event sponsorship model. It examines ambush marketing of events and the law’s treatment of ambushing (specifically in the form of sui generis event legislation) in a review of 10 major jurisdictions selected on the basis of the importance of the events they are to host in the near future or have hosted recently, and the relevant domestic legislation. It critically examines the legitimacy of such commercial rights protection by means of the use of laws in the context of accepted principles of intellectual property law, competition law and human rights law. Specifically, it questions the legitimacy of the creation of statutory ‘association rights’ to mega-events, and considers potential future developments in respect of the law’s treatment of mega-event commercialisation. Valuable for practitioners and academics (in the fields of sportslaw/sponsorship/marketing/intellectual property law); sports administrators (sports governing bodies); corporate sponsors of sports and other events; potential mega-event host governments and law-makers; civil rights organisations.
Download or read book Ambush Marketing written by Phillip Johnson and published by . This book was released on 2008 with total page 243 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book discusses the importance of sponsorship, the concept of ambush marketing and how ambush marketing can be prevented. It provides insights for both those trying to limit ambush marketing and those who use ambush marketing. It also analyses the UK Olympic Association Right and London Olympics Association Right, as well as information on the legislation in place to protect events in other jurisdictions, including Australia, Canada, South Africa, Portugal. Italy and New Zealand.
Download or read book Anti ambush Marketing Legislation and Institutionalized Brand Protection written by Dana Lee Ellis and published by . This book was released on 2019 with total page 28 pages. Available in PDF, EPUB and Kindle. Book excerpt: This study examined how institutionalized legislated Olympic brand protection has impacted Olympic ambush marketing and sponsorship. While direct marketing implications of anti-ambush marketing legislation are found to be minimal in this context, it is argued the practice represents a portion of a regime of brand protection and that public relations outcomes of legislated brand protection must be carefully managed as part of a brand management strategy. Similarly, proportionality and managing expectations are arguably important in the understanding and application of such laws. Finally, it is suggested that while the Olympic Movement may be viewed as an institutional entrepreneur with respect to anti-ambush legislation in the mega-event field, the individual character of each Olympic Games could interfere with complete isomorphism.
Download or read book Ambush Marketing and the Olympic and Paralympic Marks Act written by and published by . This book was released on 2019 with total page 24 pages. Available in PDF, EPUB and Kindle. Book excerpt: With one of the most sophisticated and successful sponsorship programs in sports, the Olympic Movement generates billions in revenues. The International Olympic Committee has therefore mandated host countries and cities to enact new laws (i.e., event-specific legislations) that offer supplementary protection against ambush marketing. Through a qualitative case study, this research explores the perspective of the national partners of the 2010 Vancouver Olympic Games on the subject of anti-ambush marketing legislation.
Download or read book Theorizing Ambush Marketing in the Olympic Games written by Dana L. Ellis and published by . This book was released on 2013 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: This research comprises three interconnected studies that, when considered together, attend to the dissertation's purpose of presenting an integrated conceptual framework for ambush marketing in the Olympic Games. This has been accomplished in two ways: (1) the use of institutional theory, supported by network theory, as a lens to view and understand evolutionary processes in Olympic sponsorship and ambush marketing and (2) the use of grounded theory to build a conceptual framework of ambush marketing from the findings. Broadly, the model suggests the evolution of ambush marketing is partially impacted by, and an outcome of, institutional forces and considerations. Study I examines the process of institutionalization in the evolution of Olympic sponsorship during its most critical period of growth. It is argued that three key periods of change for sponsorship and two for ambush marketing exist during this time. Furthermore, these periods of change, most specifically concerning anti-ambush marketing practices, suggest the institutionalization of anti-ambush marketing legislation in the Olympic Games. Study II examines how Olympic ambush marketing stakeholder power and transfer of sponsorship and ambush marketing knowledge has influenced institutional processes toward the state of anti-ambush legislation as institutionalized brand protection. Centrality measures suggest the International Olympic Committee and Organizing Committees for the Olympic Games demonstrate the greatest stakeholder influence within the Olympic ambush marketing network. It is further argued the influence resulting from the structure of Olympic ambush marketing networks impacts the institutional processes of objectification and sedimentation. Study III examines the contemporary state of Olympic sponsorship evidenced by institutionalized legislated brand protection. While direct marketing implications of anti-ambush marketing legislation are minimal, it is argued the practice represents a portion of a regime of brand protection and that public relations outcomes of legislated brand protection must be carefully managed as part of a brand management strategy. Similarly, proportionality and managing expectations are arguably important in the understanding and application of such laws. Finally it is suggested that while the Olympic Movement may be viewed as an early adopter of anti-ambush legislation in the mega-event field, the individual character of each Olympic Games will interfere with complete isomorphism.
Download or read book Is Olympic Ambush Marketing Here to Stay written by Bryce M. Nakamura and published by . This book was released on 2018 with total page 30 pages. Available in PDF, EPUB and Kindle. Book excerpt: This article examines many of the issues related to ambush marketing in the Olympic context. Specifically, it discusses the problems ambush marketing creates for the International Olympic Committee and Olympic sponsors, along with how brand protection laws and the IOC's strict advertising guidelines inhibit some forms of creative advertising.
Download or read book Olympic Marketing written by Alain Ferrand and published by Routledge. This book was released on 2012-07-26 with total page 298 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Olympic Games have become the definitive sports event, with an unparalleled global reach and a remarkably diverse constituency of stakeholders, from the IOC and International Federations to athletes, sponsors and fans. It has been estimated, for example, that 3.6 billion people (about half of the world population) watched at least one minute of the Beijing Games in 2008 on television. The driving force behind the rise of the modern Olympics has been the Olympic marketing programme, which has acted as a catalyst for cooperation between stakeholders and driven the promotion, financial security and stability of the Olympic movement. This book is the first to explain the principles of Olympic marketing and to demonstrate how they can be applied successfully in all other areas of sports marketing and management. The book outlines a strategic and operational framework based on three types of co-productive relationships (market, network and informal) and explains how this framework can guide professional marketing practice. Containing case studies, summaries, insight boxes and examples of best practice in every chapter, this book is important reading for all students and practitioners working in sports marketing, sports management or Olympic studies.
Download or read book Ambush Marketing in Sports written by Gerd Nufer and published by Routledge. This book was released on 2013 with total page 173 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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. Ambush Marketing in Sports is offering comprehensive analysis of the theoretical and practical implications of ambush marketing.
Download or read book Olympic Ambush Marketing Networks and Knowledge Transfer written by Dana Lee Ellis and published by . This book was released on 2016 with total page 17 pages. Available in PDF, EPUB and Kindle. Book excerpt: This article examines how Olympic ambush marketing stakeholder power and transfer of sponsorship, as well as ambush marketing knowledge, have influenced institutional processes leading to the institutionalization of antiambush legislation over the years. Using a qualitative case study design and network analysis, findings show the International Olympic Committee and Organizing Committees for the Olympic Games demonstrate the greatest stakeholder influence within the Olympic ambush marketing network. The power and influence resulting from the structure of Olympic ambush marketing networks was argued to impact the institutional processes of objectification and sedimentation. Various knowledge transfer tools, as well as challenges and issues faced in this area, seem to act as moderators for the relationship between network structures and the process of institutionalization.
Download or read book Is the IOC Watching You in Its Sponsors Services written by Yoann Virely and published by . This book was released on 2021 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: This paper examines the emerging trend around ambush marketing, explaining it and finding that stakeholders might go too far in their fight against ambush marketing, passing too aggressive special legislation, thus possibly engendering counterproductive effect on the protection of their brand and their partners. After a brief review of literature on the issue of ambush marketing and on the apparition of Event Specific Ambush Marketing Legislation (ESAML), this paper will focus on the evolution of ESAML inside the Olympic environment. Thanks to an analysis of the special legislation enacted for the 2012 London Olympics particularly, its aftereffects on the Olympic brand and partners' image and a general review of the literature that led the change of direction, the aim of this paper is to lay the groundwork for the 2024 Paris Olympics and to understand how the special legislation passed in France in 2018 has been conceived. Event Specific Ambush Marketing Legislation raised many issues from both legal and business perspectives which will be discussed with French experts and different stakeholders of the Olympic environment, in order to examine whether the International Olympic Committee and Paris 2024 Organisational Committee for the Olympic Games might be compared to Big Brother.
Download or read book Encyclopedia of Sport Management written by Pedersen, Paul M. and published by Edward Elgar Publishing. This book was released on 2021-12-14 with total page 560 pages. Available in PDF, EPUB and Kindle. Book excerpt: Bringing together preeminent international researchers, emerging scholars and practitioners, Paul M. Pedersen presents the comprehensive Encyclopedia of Sport Management, offering detailed entries for the critical concepts and topics in the field.
Download or read book The Olympic Games Effect written by John A. Davis and published by John Wiley & Sons. This book was released on 2012-01-11 with total page 284 pages. Available in PDF, EPUB and Kindle. Book excerpt: Marketing at the Olympics, the attraction and the rewards Essential reading in preparation for the 2012 London Olympics, the newly revised and fully updated second edition of The Olympic Games Effect offers fascinating sports marketing and branding insights into the promotion of the Games themselves, and their unique attraction for corporations in particular. The important lessons of past Olympics will be used to show a hundred year-plus tradition based on a several thousand year old testament to the love of sports and competition, revealing how, in recent years, this has evolved into a seductively attractive vehicle for a wide range of audiences, from consumers to corporations. Loaded with historical information on the Olympics, the book traces the history of the Olympics back to 776 BC. This legacy is vital to the ongoing success of the Olympics, and is at the heart of why brands care so much Packed with illustrations that illustrate how the Games have become arguably the world's most successful sports event and the marketing opportunities this has led to Includes relevant business strategies and recommendations to help companies understand how to make more effective sports sponsorship decisions This timely new edition of The Olympic Games Effect shows the value contributed by sponsoring the world's premier sporting event, and explains how, by extension, other global sports events have the potential to generate similarly impressive results for their sponsors.
Download or read book The Economics of Staging the Olympics written by Holger Preuss and published by Edward Elgar Publishing. This book was released on 2004-01-01 with total page 360 pages. Available in PDF, EPUB and Kindle. Book excerpt: "This book arises from the need to analyse, in detail, the various economic aspects that the Olympic Games mean for host cities. Since 1984 increasingly more cities in the world have announced their interest in staging the Olympic Games, making it a festival with significant economic dimensions. What followed have been economic triumphs and tragedies, glories and fiascos - all are included in the 36 years of Olympic history reviewed in this book." - foreword.
Download or read book The Ambush at Rio written by Adam Epstein and published by . This book was released on 2017 with total page 28 pages. Available in PDF, EPUB and Kindle. Book excerpt: The purpose of this article is to explore the role of the International Olympic Committee's (IOC) codified marketing policy known as Rule 40 which emerged to prevent ambush marketing of its biennial events. Rule 40 has quickly evolved into a controversial rule for athletes, coaches and sponsors alike who are involved in the Olympic Movement. The IOC believes that social media is a ubiquitous threat to its intellectual property during the Olympic Games akin to traditional print and television ambush marketing campaigns. As a result, the 2016 Rio De Janeiro (Rio) Summer Olympic Games represented the most intense clash between individual, virtual free speech, expression and association versus this multi-billion-dollar enterprise's attempt to protect its commercialized international sports monopoly from the most minute of rapscallions with a cell phone. Part I explores the fundamentals of both Rule 40 and ambush marketing, including a broad discussion of the Lanham Act and the United States Olympic Committee (USOC). Part II provides an historical perspective on ambush marketing and Rule 40 with respect to the Olympic Games. Part III focuses on the IOC's Rule 40 and examines its effect, impact and enforcement leading up to and including the Rio Games. Finally, Part IV provides examples of how Rule 40 invited push back from unofficial sponsors seeking relief from the courts. Whether relaxing Rule 40 further might be more practical is addressed as well particularly given that the Olympic Movement has other issues that may threaten its brand and undermine credibility in the first place, and a few suggestions are proffered as well.
Download or read book Olympic Sponsorship and Ambush Marketing written by Martin R. Savchev and published by . This book was released on 2015 with total page 218 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Sponsorship in Marketing written by T. Bettina Cornwell and published by Routledge. This book was released on 2014-07-17 with total page 181 pages. Available in PDF, EPUB and Kindle. Book excerpt: Sponsorship of sports, arts or events can be a powerful form of marketing communication for businesses and organizations. This book introduces the fundamentals of sponsorship-linked marketing, helping the reader to understand how sponsorship can be planned, executed and measured. Drawing on original research, and exploring key theory, best practice and cutting-edge issues, this is also the only book to fully explain how the sponsor can implement successful sponsorship campaigns and achieve their communication objectives. The book covers every important conceptual and functional area of sponsorship in marketing communications, including: audiences, strategies and objectives leveraging and activation building sponsorship portfolios measurement and evaluation ambush marketing managing relationships internal audiences public policy and legal issues Every chapter includes case studies, examples and data from real organizations, business, campaigns and events, vividly illustrating the link between fundamental principles and effective practice. No other book provides such a comprehensive, evidence-based introduction to sponsorship, demonstrating how organizations can connect brands to real life. This is essential reading for all students and practitioners working in sport marketing, sport business, events marketing, arts administration, business communication or marketing management.
