Ambush marketing and the Olympic and Paralympic marks act : a national sponsor perspective / by Dana Ellis ... [et al.]

Ellis, Dana Lee

With one of the most sophisticated and successful sponsorship programs in sports, the Olympic Movement generates billions in revenues. The International Olympic Committee 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.


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