DIGITAL MARKETING AS A STRATEGY UNDER AMBUSH MARKETING DURING SPORT EVENTS

2021 ◽  
Author(s):  
Mutaman Amir ◽  
Pramod Reddy
Keyword(s):  
Digital Marketing ◽  
Ambush Marketing ◽  
Sport Events

scholarly journals Off-Field Competition at Major Sport Events. Case Study of 2010 FIFA World Cup South Africa™

2010 ◽  
Vol 50 (1) ◽  
pp. 118-132
Author(s):  
Monika Piątkowska ◽  
Jolanta Żyśko
Keyword(s):  
South Africa ◽  
Marketing Strategies ◽  
World Cup ◽  
Great Opportunity ◽  
Fifa World Cup ◽  
Ambush Marketing ◽  
Global Companies ◽  
Sport Events ◽  
Marketing Methods

Off-Field Competition at Major Sport Events. Case Study of 2010 FIFA World Cup South Africa™Over the past twenty years sponsorship has outperformed all other marketing communication tools in terms of growth. With their massive audiences, major sport events create great opportunity for global companies to showcase their brands and products. Due to rapidly rising costs for securing sponsorship rights, ambush marketing has emerged as a growing option for different kind of companies.The aim of ambush marketing is to obtain more of the gains associated with an official event sponsorship but without incurring the same extent of its costs. "Ambushers" are becoming increasingly astute at developing ways to circumvent legal attempts to control non-sponsor marketing strategies.Therefore, the aim of the paper is to introduce and categorize various ambush marketing methods and counter-ambushing strategies. As ambush marketing has shifted over time from broadcast sponsorship campaigns and venue surrounding advertising to more off-site venue marketing, it is also important to analyze how the organizers of major sport event prevent the event itself, the sponsorship rights and how they deal with ambush marketing issue. The case of 2010 FIFA World Cup South Africa has been studied.

Towards the regulation and restriction of ambush marketing? The first truly social and digital mega sports event: Olympic Games, London 2012

2014 ◽  
Vol 15 (3) ◽  
pp. 2-11 ◽  
Author(s):  
Nicolas Chanavat ◽  
Michel Desbordes
Keyword(s):  
Social Networks ◽  
Olympic Games ◽  
International Agreements ◽  
Digital Marketing ◽  
Ambush Marketing ◽  
London 2012 ◽  
Paralympic Games

This study investigates the regulation and restriction of ambush marketing during the London 2012 Olympic Games, with analysis of actions taken via social networks and digital marketing related to the mega sports event. Results show that, where this issue was concerned, the London Organising Committee of the Olympic and Paralympic Games (LOCOG) was the most restrictive OCOG in history. However, there are neither specific legal tools nor international agreements to prohibit ambush marketing and protect official sponsorships. This paper looks at the proliferation of ambush cases during the London 2012 Olympics and underlines the widespread growth of this practice, despite reinforcement of existing laws. Findings show that brands were very imaginative at the expense of official sponsors and that social networks can be powerful publicity channels.

Sponsorship Program Protection Strategies for Special Sport Events: Are Event Organizers Outmaneuvering Ambush Marketers?

2008 ◽  
Vol 22 (5) ◽  
pp. 550-586 ◽  
Author(s):  
Steve McKelvey ◽  
John Grady
Keyword(s):  
Public Relations ◽  
Sporting Events ◽  
Financial Investment ◽  
The Public ◽  
Ambush Marketing ◽  
Protection Strategies ◽  
Trademark Protection ◽  
Protection Legislation ◽  
Sport Events ◽  
Business Challenges

Companies invest millions of dollars to become “official sponsors” of major global sporting events. The tremendous publicity and consumer audiences generated by such events provide an attractive marketing opportunity for companies other than the event’s official sponsors who seek to associate themselves in the minds of the public with the goodwill and popularity of these events. This activity, known as ambush marketing, poses significant legal and business challenges for sport event organizers seeking to protect both the financial investment of official sponsors and the integrity of their sponsorship programs. With rising sponsorship stakes, event organizers have become increasingly proactive in their efforts to combat ambush marketing. This article examines the implementation and effectiveness of a variety of evolving sponsorship program protection strategies including: pre-event education and public relations initiatives; on-site policing tactics; contractual language in athlete participation and spectator ticket agreements; and the enactment and enforcement of special trademark protection legislation.

The Effects of Significant International Sports Events on Hungarian Suicide Rates

Crisis ◽  
2016 ◽  
Vol 37 (2) ◽  
pp. 148-154 ◽  
Author(s):  
Karoly Bozsonyi ◽  
Peter Osvath ◽  
Sandor Fekete ◽  
Lajos Bálint
Keyword(s):  
Significant Relationship ◽  
Olympic Games ◽  
Arima Model ◽  
Age Groups ◽  
The Elderly ◽  
Intervention Analysis ◽  
Middle Aged ◽  
Sports Events ◽  
Sport Events ◽  
The Olympic Games

Abstract. Background: Several studies found a significant relationship between important sport events and suicidal behavior. Aims: We set out to investigate whether there is a significant relationship between the raw suicide rate and the most important international sports events (Olympic Games, FIFA World Cup, UEFA European Championship) in such an achievement-oriented society as the Hungarian one, where these sport events receive great attention. Method: We examined suicide cases occurring over 15,706 days between January 1, 1970, and December 31, 2012 (43 years), separately for each gender. Because of the age-specific characteristics of suicide, the effects of these sport events were analyzed for the middle-aged (30–59 years old) and the elderly (over 60 years old) generations as well as for gender-specific population groups. The role of international sport events was examined with the help of time-series intervention analysis after cyclical and seasonal components were removed. Intervention analysis was based on the ARIMA model. Results: Our results showed that only the Olympic Games had a significant effect in the middle-aged population. Neither in the older male nor in any of the female age groups was a relationship between suicide and Olympic Games detected. Conclusion: The Olympic Games seem to decrease the rate of suicide among middle-aged men, slightly but significantly.

Strategi Kewirausahaan dan Digital Marketing Produk Teh Binahong di Tawang, Tasikmalaya, Jawa Barat

2020 ◽  
Vol 4 (1) ◽  
Author(s):  
Rani Rubiyanti ◽  
Tovani Sri ◽  
Adi Wibowo
Keyword(s):  
Digital Marketing

Kewirausahaan adalah suatu proses membelai bisnis baru, mengorganisasikan sumberdaya-sumberdaya seperti; sumberdaya manusia (tenga kerja), sumberdaya alam (bahan baku) yang diperlukan untuk kegiatan pemberian nilai tambah ekonomis yang akan menghasilkan produk, baik barang maupun jasa dengan mempertimbangkan risiko yang terkait. Secara sederhana digital marketing adalah terminologi yang mencoba mendeskripsikan jasa pemasaran terintegrasi yang digunakan untuk menarik perhatian, serta pelibatan konsumen secara online. Tujuan dari program pengabdian kepada masyarakat (PKM) ini adalah mengembangkan program sebelumnya dimana belum ada penyampaian ilmu tentang strategi kewirausahaan dan pemasaran dengan teknik digital marketing agar masyarakat dapat berwirausaha dan memasarkan produk teh binahong ke masyarakat luas. Sasaran utama program PKM ini adalah warga Kelurahan Lengkongsari Kecamatan Tawang Kota Tasikmalaya yang mendapat bantuan Program Keluarga Harapan (PKH) yang merupakan masyarakat tidak produktif secara ekonomis. Metode yang digunakan meliputi ceramah, praktik langsung, dan diskusi. Hasil kegiatan memyimpulkan bahwa: 1) Pengetahuan peserta tentang strategi kewirausahaan dan digital marketing meningkat; 2) Masyarakat dapat membuat dan mengemas teh binahong; dan 3) Kegiatan ini telah memberi manfaat bagi masyarakat Sidorejo, khususnya ibu-ibu PKK dengan meningkatnya keinginan peserta menjual produk the binahong pada salah satu akun digital marketing.

Metaphorik im Kommunikationsbereich der Sportfachsprachlichkeit

Fachsprache ◽  
2019 ◽  
Vol 41 (S1) ◽  
pp. 87-100
Author(s):  
Wenke Mückel
Keyword(s):  
Olympic Games ◽  
Special Kind ◽  
European Football ◽  
Sport Events ◽  
The Olympic Games

Metaphorical elements are a highly productive language means in live reports about sport events on TV. They occur in different relations to what is simultaneously seen on screen and depend on the reporter as well as on the special kind of sport. But nevertheless, general structures and functions of metaphors in those medium-bound oral texts can be indicated; as one of the markers they contribute to what is often called language of sport or maybe rather communicative template of sport. Examples taken from TV reports of the European Football Championship and the Olympic Games (both took place in 2016) are used to illustrate this character of metaphorical expressions in sport reports on TV.

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