Sports Marketing Ambush
What then, is ambush marketing and how does it work? There are at least 7 kinds of ambush marketing, but basically it involves a non-sponsor for an event taking advantage of the media coverage -- and making the fans aware of its presence -- to market products in competition with authorized companies.
Discussion Question #1: Do you consider ambush marketing to be ethical? Why or why not? Ambush marketing can be both ethical and unethical. The issue of whether or not a company is being unethical in its ambush marketing depends on the definition used for "ambush marketing." In Holger Preuss's book, Economics of Staging the Olympics: A Comparison of the Games 1972-2008, Preuss explains that ambush marketing seeks to "…benefit from the image of being a sponsor without paying for it" and in fact those marketers damage the Olympics "and themselves" by increasing the "apparent number of sponsors" and embarrassing themselves. The example he gives is American Express (AE) (VISA is the official Olympic credit card sponsor), a company that horned in on VISA in 1992 and 1994 by using "misleading phrases" (and in some cases AE actually used the Olympic rings) that were...
Our semester plans gives you unlimited, unrestricted access to our entire library of resources —writing tools, guides, example essays, tutorials, class notes, and more.
Get Started Now