Ambush Marketing in Mega-Sporting Events: Drawing the Line with Freedom of Expression

Persistent Link:
http://hdl.handle.net/10150/297615
Title:
Ambush Marketing in Mega-Sporting Events: Drawing the Line with Freedom of Expression
Author:
Glaviano, Breeanne Nicole
Issue Date:
2013
Publisher:
The University of Arizona.
Rights:
Copyright © 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.
Abstract:
International 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.
Type:
text; Electronic Thesis
Degree Name:
B.S.B.A.
Degree Level:
bachelors
Degree Program:
Honors College; Business Management
Degree Grantor:
University of Arizona
Advisor:
Piscitello, Victor

Full metadata record

DC FieldValue Language
dc.language.isoenen_US
dc.titleAmbush Marketing in Mega-Sporting Events: Drawing the Line with Freedom of Expressionen_US
dc.creatorGlaviano, Breeanne Nicoleen_US
dc.contributor.authorGlaviano, Breeanne Nicoleen_US
dc.date.issued2013-
dc.publisherThe University of Arizona.en_US
dc.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.en_US
dc.description.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.en_US
dc.typetexten_US
dc.typeElectronic Thesisen_US
thesis.degree.nameB.S.B.A.en_US
thesis.degree.levelbachelorsen_US
thesis.degree.disciplineHonors Collegeen_US
thesis.degree.disciplineBusiness Managementen_US
thesis.degree.grantorUniversity of Arizonaen_US
dc.contributor.advisorPiscitello, Victor-
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