Routledge Ambush Marketing in Sports: Theory and Practice

Understand the complex world of sports marketing with Ambush Marketing in Sports: Theory and Practice. This book from the Routledge Sports Marketing Series provides a deep look into how companies associate themselves with major events without being official sponsors or authorized partners. As international sponsorship and branding properties reach values of many millions of dollars, understanding these tactics is essential for professionals in the industry. This text stands out as the first book to offer a comprehensive analysis of both the theoretical and practical implications of ambush marketing. By using cutting-edge empirical research data, the book provides a clear look at how these strategies function in real-world scenarios. It is a vital resource for anyone studying the intersection of marketing communications and major sporting events, offering an innovative model for analyzing modern brand associations.