Illustrative case: ambushing major sports eventsThe theory behind marketing, sponsorship, and look-feelMarketing strategyEnvironmental or situational analysisMarket segmentationMarketing mixSport event brandsSponsorshipAmbush marketingThe practitioner’s perspective on marketing, sponsorship, and look-feelOutlook, trends, and innovationChapter summaryExpert case: the rebranding of Canadian university sport and its eventsBackgroundA new name and logo for a fresh startA tricky rebranding action planA successful outcomeCase questionsChapter questionsFurther readingRelevant websites