Title: The Olympic brand, ambush marketing and clutter

Authors: Benoit Seguin, Norman J. O'Reilly

Addresses: School of Human Kinetics, University of Ottawa, 125 University Ave, Ottawa, Ontario K1N 6N5, Canada. ' School of Sports Administration, Laurentian University, Ramsey Lake Road, Sudbury, Ontario P3E 2C6, Canada

Abstract: A qualitative research methodology of 10 in-depth interviews with worldwide Olympic The Olympic Program (TOP) sponsors and senior executives of the Olympic marketing programmes, this research provides a unique investigation into one of the sport world|s most powerful brand. Specifically, this research examines ambush marketing and advertising clutter from a corporate point of view. Results suggest that these issues remain a threat to the International Olympic Committee (IOC) and its corporate partners. Some essential elements that the IOC must address include: (a) brand management; (b) brand protection; (c)protection of sponsors| rights; (d) consumer education; (e) fully integrated marketing communications programme and (f) National Organising Committees (NOCs)| education in marketing and brand management. Corporate partners must activate their sponsorship rights and work, in close collaboration with the IOC and NOCs, to truly understand the Olympic brand and integrate it into their own marketing communications programme aimed at consumers.

Keywords: sport marketing; International Olympic Committee; IOC; Olympic brand; ambush marketing; advertising clutter; sponsorship clutter; Olympic marketing; brand management; brand protection; sponsors rights; consumer education; marketing communications.

DOI: 10.1504/IJSMM.2008.017659

International Journal of Sport Management and Marketing, 2008 Vol.4 No.1, pp.62 - 84

Published online: 26 Mar 2008 *

Full-text access for editors Access for subscribers Purchase this article Comment on this article