n African Journal for Physical Health Education, Recreation and Dance - To ambush or not to ambush - stemming the tide of ambush marketing in the FIFA 2010 World Cup™ : a theoretical review : sport management and marketing

Volume 16, Issue 1
  • ISSN : 1117-4315


The growth in ambush marketing is not a new phenomenon. Ambush marketing has arisen as an important feature within the Olympic Games landscape and has since become a prominent feature of all major international sport events. Ambush marketing is a planned effort (campaign) by an organization to associate itself indirectly with an event in order to gain at least some of the recognition and benefits that are associated with being an official sponsor. FIFA is at pains to ensure that the goodwill and reputation associated with the event is not open to abuse and the interest of official sponsors is not undermined by ambush marketing. This article examines sport sponsorships, ambush marketing definitions, incidence of ambush marketing tactics in the past, and steps undertaken in terms of sponsorship protection in stemming the tide of ambush marketers in the FIFA 2010 World Cup™ to be hosted in South Africa. Recommendations for controlling ambush tactics are discussed. Whilst various amendments to legislation have been implemented in South Africa to control ambush marketing, the creative use of ambush tactics may still exist and be a source of irritation to event owners and their official sponsors.

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