Ambush marketing and the Olympic and Paralympic Marks Act: a national sponsor perspective Online publication date: Wed, 22-May-2019
by Dana Ellis; Philippe Patry; Benoit Séguin; Norm O'Reilly
International Journal of Sport Management and Marketing (IJSMM), Vol. 19, No. 3/4, 2019
Abstract: With one of the most sophisticated and successful sponsorship programs in sports, the Olympic movement generates billions in revenues. The IOC has therefore mandated host countries and cities to enact new laws (i.e., event-specific legislations) that offer supplementary protection against ambush marketing. Through a qualitative case study, this research explores the perspective of the National Partners of the 2010 Vancouver Olympic Games on the subject of anti-ambush marketing legislation. Semi-structured interviews were conducted reporting that: 1) event-specific legislation may contribute to sponsors' confusion around ambush marketing; 2) sponsors showed only moderate awareness of the legislation suggestive of a lack of consultation; 3) sponsors recognised both positive and negative impacts of anti-ambush marketing legislation; 4) sponsors perceived a level of powerlessness to stop ambush marketing and a need to focus on activation for true protection and increasing the remedies available through such measures.
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