scholarly journals INVESTIGATING THE STATE OF AMBUSH MARKETING IN FOOTBALL AND WRESTLING

2021 ◽  
Vol 6 (11) ◽  
Author(s):  
Farshad Tojari ◽  
Zinat Nikaeen ◽  
Marjan Shirahmad ◽  
Kaveh Mirani
Keyword(s):  
Content Analysis ◽  
Thematic Analysis ◽  
Financial Support ◽  
Sporting Events ◽  
Structured Interviews ◽  
World Cup ◽  
Statistical Population ◽  
Fifa World Cup ◽  
Ambush Marketing ◽  
Support Research

One of the modern ways of investing in sports and advertising is through sports. Along with financial backers, the ambush marketing phenomenon has been around for three decades. In Iran, one of the weaknesses is the lack of rules and weakness in the implementation of marketing laws. Football and wrestling are popular sports in Iran and have significant sponsors. The purpose of this study was to investigate the situation of ambush marketing in football and wrestling. The present study is of qualitative type. The statistical population includes 12 professionals: professors of sports marketing, media officials, the Football Federation, and football wrestling and financial support. Research tools are semi-structured interviews and research methods, content analysis and thematic analysis using Nvivo8 software. The research results showed that the term hidden marketing should be used instead of ambush marketing, and strict legislation and heavy financial penalties are required by lawmakers. Although major sporting events such as the Olympics and the FIFA World Cup are more common in Western countries, we can also use their methods and rules to protect the rights of sponsors and prevent ambush marketing. <p> </p><p><strong> Article visualizations:</strong></p><p><img src="/-counters-/edu_01/0771/a.php" alt="Hit counter" /></p>

scholarly journals Adjudicating sartorial elegance from the court – the sumptuary impulse in the law of modern sports sponsorship against ambush marketing

2020 ◽  
Vol 10 (1) ◽  
pp. 62-86
Author(s):  
Chen Wei Zhu
Keyword(s):  
Intellectual Property ◽  
Olympic Games ◽  
Sporting Events ◽  
World Cup ◽  
Fifa World Cup ◽  
Absolute Property ◽  
Ambush Marketing ◽  
Thing In Itself ◽  
Visual Order ◽  
Law Making

Ambush marketing, sometimes also known as guerrilla marketing, comprises attempts to create an unauthorized association with mega-sporting events (such as the Olympic Games and the FIFA World Cup) without obtaining official sponsorship agreements. This article contends that the contemporary law of sports sponsorships against ambush marketing harbours a palpable but much-neglected sumptuary impulse, which has never before been adequately scrutinized. It shows that pre-modern sumptuary law strangely resonates with modern anti-ambush law's sumptuary obsession with the visual order of symbols and images as prestige signifiers. It also reveals an ongoing ‘intellectual property’ turn in the recent development of sumptuary anti-ambush law-making, whose ambition is to reify sports-derived sumptuary distinction into a thing-in-itself for nearly absolute ‘property’ protection. My argument is illustrated by a carefully selected number of ambush disputes including Australian Olympic Committee (AOC) v Telstra, which represents the latest development in this field of law.

scholarly journals The role of the 2018 FIFA World Cup in forming Russia’s image

2020 ◽  
Vol 26 (3) ◽  
pp. 106-126
Author(s):  
V. V. Kochetkov
Keyword(s):  
Content Analysis ◽  
Sample Population ◽  
Sporting Events ◽  
World Cup ◽  
Positive Role ◽  
Fifa World Cup ◽  
Russian State ◽  
Foreign Media ◽  
Google Search

This paper is devoted to the study of the role international sporting events in forming image of state. The goal of research is to study the role of the FIFA World Cup in forming Russia’s image. The front-end content analysis is used, which is focused on drawing up the most detailed idea of the information Vow over a certain period in order to identify meaningful dynamics and is of an applied nature. The physical unit of content analysis was the article number (release date), and the text publication was the unit of analysis. Texts for processing were searched in English using a Google search for the period from May 1, 2018 to August 1, 2018. Ne articles should simultaneously contain the words “Russia” and “World cup”. In a generalized form, the search query looked like this: site: [publication site] Russia and World cup. Ne sample population includes the most popular Google search queries. Articles containing only a summary of sports indicators were excluded from the texts found, since the research objectives were satisfied with articles affecting the social, political and economic aspects of the 2018 World Cup. The information priorities of different foreign media are different. For the American and British media, it is important, in particular, to respect human rights in Russia, and for the Chinese media, the opportunity to profit from the supply of our own products. However, after the end of the 2018 FIFA World Cup, negative rhetoric gave way to positive. Ne results of the study indicate the positive role of the 2018 World Cup in shaping the image of the Russian state.

scholarly journals ANYONE FOR A GAME OF MONOPOLY™?* A CRITICAL EVALUATION OF THE EVERINCREASING COMMERCIALIZATION OF MAJOR SPORTING EVENTS PART 2: EXAMINING THE LEGITIMACY OF THE CREATION AND MAINTENANCE OF COMMERCIALLY-DRIVEN MONOPOLIES IN SPORTS EVENTS

Obiter ◽  
2021 ◽  
Vol 31 (2) ◽  
Author(s):  
Andre M Louw
Keyword(s):  
South Africa ◽  
Critical Evaluation ◽  
Sporting Events ◽  
World Cup ◽  
Fifa World Cup ◽  
Mega Events ◽  
Rights Protection ◽  
Sports Events ◽  
Ambush Marketing ◽  
Prime Source

This is the second part of an article published in three parts that critically examines the commercial monopolisation of sporting mega-events such as the FIFA football World Cup, and of commercial rights protection of such events. The first part of this article contained mainly a descriptive overview of ambush marketing and of the legal and other measures available to event organisers and sponsors to combat such practices. This second (and the forthcoming third) part of the article will continue to critically evaluate the legitimacy of a prime source of protection for these commercial actors, namely anti-ambush marketing legislation, with a specific focus on the SouthAfrican jurisdiction and the 2010 FIFA World Cup South Africa.

scholarly journals Evaluating the impact of mega-sporting events on hotel pricing strategies: the case of the 2014 FIFA World Cup

2017 ◽  
Vol 72 (2) ◽  
pp. 184-208 ◽  
Author(s):  
Albert A. Barreda ◽  
Sandra Zubieta ◽  
Han Chen ◽  
Marina Cassilha ◽  
Yoshimasa Kageyama
Keyword(s):  
Revenue Management ◽  
Sporting Events ◽  
Pricing Strategies ◽  
World Cup ◽  
Fifa World Cup ◽  
Content Type ◽  
Country Level ◽  
Sporting Event ◽  
Hotel Performance ◽  
The Impact

PurposeThis study aims to examine the impact of a mega-sporting event “2014 FIFA World Cup” on hotel pricing strategies and performance. Design/methodology/approachThe present project examines the host regions’ response to the 2014 FIFA World Cup which was established by the variance in the main hotel key performance indexes: occupancy, average daily rate, revenue per available room (RevPAR) and supply. Using data gathered from STR, this research distinctly shows how the Brazilian host regions reacted to the World Cup. FindingsResults suggest that the key performance indicators of Brazil’s lodging sector reacted differently to the World Cup. Although all hosting cities experienced significant RevPAR growth because of the increase in hotel room rates during the event, the supply and occupancy performed differed from each city. Research limitations/implicationsResearch is limited to the case of hotel performance at the country level for mega-events. The study focused on the reaction of revenue managers in the Latin America context. Other contexts may generate different results. Practical implicationsThe study helps revenue managers to examine how the FIFA World Cup travel demand affected pricing strategies and revenue management practices in the Brazilian hotel sector in areas undergoing seasonal growths in overnight tourism. This study serves to inform hoteliers and practitioners about revenue management pricing strategies to improve hotel performance during mega-sporting events. Social implicationsThis study reveals that the benefits brought by a mega-event are not always translated into strong hotel revenue performance. This study highlights an important but understudied research area of revenue management pricing strategies and the effect of mega-sporting events in the hotel sector. This study contributes to the literature as one of the few investigations to benefit hotel pricing strategies and overall revenue performance. Originality/valueThis study is one of the few studies about exploring the reaction of revenue managers during the execution of a mega-sporting event. The value of the present study lies in the fact that the authors extend previous studies examining the impact of the most important sporting event in the hotel industry at the country-level perspective. This study serves to inform hoteliers and practitioners about revenue management pricing strategies to improve hotel performance during mega-sporting events.

Introduction

2019 ◽  
pp. 1-10
Author(s):  
Tamir Sorek ◽  
Danyel Reiche
Keyword(s):  
United States ◽  
Middle East ◽  
The United States ◽  
Abu Dhabi ◽  
Sporting Events ◽  
World Cup ◽  
Fifa World Cup ◽  
The World ◽  
Global Affairs

Sports in the Middle East have become a major issue in global affairs: Qatar’s successful bid for the FIFA World Cup 2022 (won in a final vote against the United States), the 2005 UEFA Champions League Final in Turkey’s most populous city Istanbul, the European basketball championship EuroBasket in 2017 in Israel, and other major sporting events, such as the annually staged Formula 1 races in Bahrain and Abu Dhabi, have put an international spotlight on the region. In particular, media around the world are discussing the question of whether the most prestigious sporting events should be staged in a predominantly authoritarian, socially conservative, and politically contentious part of the world....

The 2015 Cricket World Cup in Christchurch

2019 ◽  
Vol 13 (1) ◽  
pp. 4-17
Author(s):  
C. Michael Hall ◽  
Alberto Amore
Keyword(s):  
Local Community ◽  
City Centre ◽  
Sporting Events ◽  
Structured Interviews ◽  
World Cup ◽  
Content Type ◽  
Mainstream Media ◽  
Disaster Capitalism ◽  
The City

Purpose This study aims to focus on the development and upgrading of the Hagley Park cricket oval in Christchurch for the 2015 Cricket World Cup and how this hallmark event was used a catalyst to rebrand the city following the 2010 and 2011 earthquakes. Design/methodology/approach This paper is based on the findings from research conducted between 2012 and 2016. Data for the analysis were collected from mainstream media, sport organisations websites and government archives. In addition, a two-round series of semi-structured interviews with relevant stakeholders was undertaken in the aftermath of the Cricket World Cup. Findings In the case of Christchurch, the earthquakes and the destruction of much of the downtown provided a recovery opportunity, with the 2015 Cricket World Cup used to expedite the development of a new sporting venue in the city centre and rebrand the city to international tourists and sport enthusiasts. Research limitations/implications The Hagley Park cricket oval case study provides evidence on the rhetoric of urban competitiveness and the use of hallmark sporting events to reframe urban development in post-disaster contexts. Originality/value This research provides further evidence on the logics of disaster capitalism and how cities embark on costly redevelopment projects for sports and events whilst overlooking exacerbating vulnerabilities among the local community.

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.

scholarly journals The significance of mega sporting event on infrastructure development: A case of FIFA 2022 World Cup in Qatar

2020 ◽  
Vol 9 (3) ◽  
pp. 1295
Author(s):  
Khalifa Al-Dosari
Keyword(s):  
Online Survey ◽  
Descriptive Statistics ◽  
Sporting Events ◽  
Infrastructure Development ◽  
World Cup ◽  
Fifa World Cup ◽  
Infrastructural Development ◽  
Sporting Event ◽  
Survey Questionnaires

This study sought to find how significant mega sporting events to a country are beneficial insofar as infrastructural development is concerned. The study used the 2022 FIFA World Cup in Qatar as the case study in reference. Various researches around the concept of infrastructure development due to mega sporting events were analysed in this study. The evidence of infrastructure development due to mega sporting events was also dissected and presented in the study. The research was conducted with the help of online survey questionnaires, and the data collected was analysed by using descriptive statistics as well as an OLS regression analysis. The variables measured were infrastructural developments in the country to find the significance of the 2022 FIFA World Cup. It was found that the 2022 World cup significantly affects the development of infrastructure in the country. It was therefore concluded that major sporting events are significant in the development of infrastructure of a country. It’s recommended that the research should be used for future references in the analysis of infrastructural changes due to major sporting events.

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