Study focuses on disruptions of London and Beijing Games sponsorships.
Sporting enthusiasts around the globe are counting down the days until two of the biggest competitions on the sporting calendar: The 2014 Winter Olympics in Sochi, Russia and the 2014 FIFA World Cup in Brazil.
But as fans look forward to both massively popular and financially lucrative events, a study from the Beedie School of Business shows that the persistent effectiveness of ambush marketers leaves Olympic sponsors and those of other major sporting events like the World Cup particularly vulnerable – costing them not only their financial investment, but ultimately their customers.
The original research, and the follow-up paper it inspired, focused on the previous two Summer Olympics held in London and Beijing. Keep reading…
Tags: 2014 Winter Olympics, 2014 World Cup, Adidas, ambush marketing, Beedie School of Business, Bentley University, Daniel Hall, Debbie Vigar-Ellis, Dr Dre’s Beats, FIFA, global marketing, Ideas@Beedie, Leyland Pitt, Li Ning, Li Ning affair, Lulea University of Technology, Marketing, Michael Parent, Nike, Olympics, Paddy Power., Peter G. Steyn, Pierre Berthon, Research, Royal Institute of Technology in Stockholm, sfu