P-ISSN: 2789-9497, E-ISSN: 2789-9500
Printed Journal   |   Refereed Journal   |   Peer Reviewed Journal

2022, Vol. 2, Issue 2, Part A

Ambush marketing in sports industry


Author(s): Emmanuel Oluwafemi Olowononi and Oluwaseyi Iyani Eletta

Abstract: Ambush marketing in not a new practice but it emerged after the growth in sports activities all over the world. Ambush Marketing has emerged in the recent years as an effective weapon in the arsenal of marketing departments seeking to associate themselves with sporting events without official authorization or endorsement of the event organizer. It is an attack not from the hidden position. Such practices are unethical business practices, hampering the exclusive rights of the sponsors, affecting the value and integrity of the event and confusing and wrongfully seeking attention of the people by designating themselves as an official sponsor. As sponsorship is a vital tool for new sources of money for sport it is important to set certain standards which should be strictly protected. Ambush marketing represents an activity which could harm the essence of the sponsorship. It is obvious that ambush marketing can only be done intentionally, not by negligence.

Pages: 45-54 | Views: 321 | Downloads: 121

Download Full Article: Click Here
How to cite this article:
Emmanuel Oluwafemi Olowononi, Oluwaseyi Iyani Eletta. Ambush marketing in sports industry. Int J Criminal Common Statutory Law 2022;2(2):45-54.
International Journal of Criminal, Common and Statutory Law

International Journal of Criminal, Common and Statutory Law

International Journal of Criminal, Common and Statutory Law
Call for book chapter