November 2020
Intermediate to advanced
522 pages
16h 56m
English
Content preview from Managing Major Sports Events, 2nd Edition
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Chapter 7
Marketing, sponsorship, and look-feel
Objectives
- To understand the various concepts associated with marketing a major sports event and the host region;
- To understand event branding, sponsorship, and ambush marketing;
- To understand how the look-feel is rolled out before an event.
Illustrative case: ambushing major sports events
There are repeated examples of companies trying to ambush major sports events. Ambushing is when companies make it look like they are sponsors of an event when they are not (they have not paid for the right to be so). For example, during the 2011 Rugby World Cup in New Zealand, Wellington retailers were refusing to remove references to the national team, the “All Blacks”, such as a local clothing store ...
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