Ambush Marketing in Sports

Focusing on ambush marketing, this book provides a thorough analysis of its theoretical and practical aspects, supported by empirical research. It presents an innovative model for understanding ambush marketing, while offering actionable insights for sponsors, event organizers, and media. The text explores the opportunities and risks involved, along with the legal, ethical, and business implications. Rich with examples from major sports events like the FIFA World Cup and the Olympics, it serves as a valuable resource for students and professionals in sport marketing and event management.