When Do Ex-Sponsors Become Ambush Marketers?

Hoek, Janet; Gendall, Philip

doi:10.1108/ijsms-03-04-2002-b004

Cited by 6 publications

(8 citation statements)

References 9 publications

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“…This results in the sponsor being in a position of power when dealing with all but the most valuable sponsees (i.e., the Olympic Games, Expo, The Academy Awards, World Cup of Soccer, Super Bowl, Tiger Woods, etc.). Although these ''super-valuable'' sponsees are in the enviable business situation of having interested sponsors bidding for their property rights, the majority of sponsees who are seeking resources struggle to attract, satisfy, and maintain sponsors (Hoek and Gendall 2002). Overall, the use of sponsorship has been growing steadily over the past 25 years.…”

Section: Introductionmentioning

confidence: 99%

Evaluating Social Marketing Elements in Sponsorship

O’Reilly¹,

Madill²

2007

Social Marketing Quarterly

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Organizations of all types increasingly recognize the importance of sponsorship as a source of revenue and as a means to achieve their objectives. This trend is driving the broader adoption of sponsorship, which has resulted in its use to pursue objectives other than those related to promotion, including those related to behavior change and, thus, social marketing. Concurrently, sponsors and sponsees are demanding the development of legitimate, reliable, and meaningful methods for the evaluation of sponsorship as investment in the area increases. For organizations whose objectives include behavior change and, thus seek to market behaviors (i.e., social marketers) this results in a need to be able to evaluate the social marketing elements of their sponsorships, distinct from other objectives that may be sought. The current research conceptualizes social marketing in sponsorship and then develops hypothetical examples for each resulting scenario to demonstrate how social marketing elements in sponsorship should be evaluated. APPLICATIONS 2

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Section: Introductionmentioning

confidence: 99%

Evaluating Social Marketing Elements in Sponsorship

O’Reilly¹,

Madill²

2007

Social Marketing Quarterly

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“…Whatever form the ambush takes, however, the end result will ultimately lead to what Meenaghan (1996) describes as "consumer confusion" which will in turn "deny the legitimate sponsor clear recognition for its sponsorship role". This then "damages the integrity and financial basis of an event" (Hoek & Gendall, 2002) for which the sponsors have paid dearly.…”

Section: Research Papermentioning

confidence: 99%

“…Australasia: Hoek & Gendall (2002) cite a recent case that points to the problematic issue of using these tactics to block ambush marketing practices. Canterbury International Limited (CIL) were kit suppliers to the New Zealand Rugby Football Union (NZRFU) until replaced by Adidas.…”

Section: Using Unique Logos and Brand Names For Official Sponsorsmentioning

confidence: 99%

“…Ambush marketing has been described as the efforts by non-sponsoring organisations in "a planned effort (campaign) … to associate themselves indirectly with an event in order to gain at least some of the recognition and benefits that are associated with being an official sponsor" (Sandler & Shani, 1989). It was first identified during the 1984 Los Angeles Olympic Games and has since been referred to as "one of the most disquieting developments in sponsorship" (Meenaghan, 1998) and by some authors as "unethical and even immoral" (Hoek & Gendall, 2002). Yet the growth of ambush marketing has "paralleled the burgeoning growth of sponsorship" (Crow & Hoek, 2003).…”

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confidence: 99%

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What is being done to deter ambush marketing? Are these attempts working?

Hartland

Skinner²

2005

International Journal of Sports Marketing and Sponsorship

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This paper examines industry responses in Australasia and Europe to the growing practice of ambush marketing, to establish whether the measures that have been put in place to deter the practice have indeed prevented the 'ambush' effect, whereby audiences associate non-sponsoring organisations with particular sporting events. Although some of these measures may be more effective than others in blocking ambush attempts, they also come with potentially negative consequences for event sponsors.

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“…To avoid conflicts among competitors, organizing committees offer exclusive rights to sponsors, which has been making official sponsorship gradually more expensive (Hoek and Gendall, 2002). Correspondingly, protecting sponsors' rights and benefits is now onerous.…”

Section: Introductionmentioning

confidence: 99%

Ends justify the means! Attitude toward ambush marketing

Aytaç

2020

MIP

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PurposeThis study explores why consumers view ambush marketing as an ethical marketing approach.Design/methodology/approachA qualitative study was devised to investigate what ambush marketing means to those consumers who find it ethical or are not annoyed by it. Data were collected via focus groups.FindingsThree main themes emerged from the data analyses. The most dominant theme was Machiavellianism. Favorable evaluations of ambush marketing lean on a Machiavellistic understanding. The second was the Robin Hood effect, which is observed when the ambusher is a smaller or local brand. In the third theme, ambush attacks are considered as charismatic or enjoyable action, in what is termed dark charisma.Practical implicationsFindings of the current study suggest considerable implications both for businesses that deal with sponsorship and for organizing committees.Originality/valueThe extant literature on consumers' attitudes toward ambush marketing mostly focuses on ethical issues and/or the effectiveness of ambush marketing (i.e. harm to official sponsors), using qualitative techniques. However, the literature is devoid of studies exploring consumers' perception on ambush marketing, and more specifically, explanations of what is ethical and unethical from consumers' point of view. To best of the author's knowledge, it is the first study that seeks an explanation about consumers' positive evaluation of ambush marketing.

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When Do Ex-Sponsors Become Ambush Marketers?

Cited by 6 publications

References 9 publications

Evaluating Social Marketing Elements in Sponsorship

Evaluating Social Marketing Elements in Sponsorship

What is being done to deter ambush marketing? Are these attempts working?

Ends justify the means! Attitude toward ambush marketing

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