Athletes as ambush marketers? : an examination of Rule 40 and athletes’ social media use during the 2016 Rio Olympic Games / Andrea N. Geurin, Erin L. McNary

Geurin, Andrea N. | McNary, Erin L.

Ambush marketing occurs at all major sporting events, and Rule 40 of the Olympic Charter is designed to prevent ambush marketing tactics during the Olympic Games, restricting what content athletes can post on social media about non-Olympic sponsors. Utilizing ambush marketing as a framework to guide our examination of athletes’ adherence to Rule 40, the purpose of this study was to examine Olympic athletes’ social media posts from the 2016 Olympic Games to determine whether athletes violated Rule 40 and therefore engaged in ambush marketing.

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