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Sports Marketing in a global context
Pages 12 (3012 words)
HOW OFFICIAL SPONSORS HAVE BEEN AFFECTED BY THE ACTIVITIES OF AMBUSH: A CASE STUDY OF INDIA Name Course Instructor Date Crimmins and Horn (2001, p. 11) define ambush marketing as the act in which a corporation takes advantage of a well known event like FIVA tournaments in football to popularize itself without an official permit from the concerned party.
p.349). The aim of the ambush marketing is to popularize their company by influencing fans to buy their products. They only associate themselves to the event but do not use trademarks of the third party while only suggesting a close connection to the event by creatively alluding themselves to that event. Generally, ambush marketing can be demonstrated in one of the following ways such as through sponsorship of the event’s broadcasting. Lyberger and McCarthy (2001, p. 130) concurs that this will work to their advantage since it will popularize itself among the fans through the televisions covering the event. Secondly, the ambush marketer might also sponsor the event’s subcategories and hence boosting their association through a cost-effective method. Another strategy ambush marketers employ is to buy time to advertise themselves during their competitors’ event. Furthermore they can as well organize for similar but non-sponsored events to run co-currently with the event. Finally, the ambush marketers can opt to buy licenses allowing them to sell their products during the event or offer unsanctioned tickets and hospitality packages to fans of the event. This paper discusses a case study of ambush marketing in India. ...
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