The evolution of media reporting of ambush marketing / Nicholas Burton, Kevin Snyder, Steve McKelvey

Burton, Nicholas | Snyder, Kevin | McKelvey, Steve

The term ambush marketing first emerged during the 1984 Los Angeles Summer Olympic Games. This study examines the evolution of print media coverage of the practice of ambush marketing. In examining how media reports have framed the marketing issues of non-sponsors, the study contributes to the academic literature by demonstrating an evolution in the way the term ambush marketing is understood, and how the practice has become more accepted.

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Commercial rights management in post-legislative Olympic sponsorship / Nicholas Burton | Burton, Nicholas

Commercial rights management in post-legislative Olympic sponsorship / Nicholas Burton

Burton, Nicholas

The purpose of this paper is to explore the development of preventative counter-ambush marketing initiatives and rights protection strategies, providing an historical view of rights management and the International Olympic Committ...

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