Beedie School of Business News

On 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.