 | Beedie School of Business NewsStudy 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 […] Read More... |
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 | Beedie School of Business NewsForbes: Ambush Marketing – 7 Lessons from Beedie Professors To Win Promotional Gold At London OlympicsJun 18, 2012The following article was published by Forbes on June 14, 2012. Former Intel CEO Andy Grove claimed that only the paranoid survive. So should the mighty Olympic Committee watch out for the villagers in the picturesque village of Wye, 35 minutes from the site of the upcoming London Olympics? Undetered by the heavy-handed restrictions that prevent UK citizens from using the Olympic logo to celebrate the world’s largest sporting event, the local church group has just staged […] Read More... |
| Beedie School of Business NewsOn the eve of London’s Summer Olympic Games, a business study from Simon Fraser University shows that the persistent effectiveness of ambush marketers leaves Olympic sponsors and those of other major sporting events particularly vulnerable – costing them not only their financial investment, but ultimately their customers. Professors Leyland Pitt and Michael Parent from SFU’s Beedie School of Business examined data from the 2008 “Li Ning affair”, which saw Olympic sponsor Adidas ambushed by lesser-known Chinese sportswear company Li Ning at the Beijing Summer Olympics. Read More... |