Ambush Marketing in Mega-Sporting Events: Drawing the Line with Freedom of Expression
AuthorGlaviano, Breeanne Nicole
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PublisherThe University of Arizona.
RightsCopyright © is held by the author. Digital access to this material is made possible by the University Libraries, University of Arizona. Further transmission, reproduction or presentation (such as public display or performance) of protected items is prohibited except with permission of the author.
AbstractInternational sporting mega-events such as the Olympic Games, are constantly in a behind the scenes and public all out commercial war. This war is a combat between event organizers and ambush marketers who engage in ambush marketing tactics. These marketing strategies can be found from big corporate companies to tiny local shops but almost always end in legal action. While this battle is very real it often goes unnoticed by the public and many fans. This war is fought during most sports mega-events in order to protect the highly lucrative commercial rights of an event's sponsor. This paper will focus on defining ambush marketing within the realm of mega-sporting events, namely focusing on the Olympics. The paper will further explain the legal resources available to event promoters and official sponsors. Lastly, this paper will discuss the violation of freedom of expression in relation to ambush marketing.
Degree ProgramHonors College