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1

Off-Field Competition at Major Sport Events. Case Study of 2010 FIFA World Cup South Africa™

100%
Piątkowska M., Żyśko J.
Physical Culture and Sport. Studies and Research
|
2010
|
vol. 50
|
issue 1
118-132
EN
Over the past twenty years sponsorship has outperformed all other marketing communication tools in terms of growth. With their massive audiences, major sport events create great opportunity for global companies to showcase their brands and products. Due to rapidly rising costs for securing sponsorship rights, ambush marketing has emerged as a growing option for different kind of companies.The aim of ambush marketing is to obtain more of the gains associated with an official event sponsorship but without incurring the same extent of its costs. "Ambushers" are becoming increasingly astute at developing ways to circumvent legal attempts to control non-sponsor marketing strategies.Therefore, the aim of the paper is to introduce and categorize various ambush marketing methods and counter-ambushing strategies. As ambush marketing has shifted over time from broadcast sponsorship campaigns and venue surrounding advertising to more off-site venue marketing, it is also important to analyze how the organizers of major sport event prevent the event itself, the sponsorship rights and how they deal with ambush marketing issue. The case of 2010 FIFA World Cup South Africa has been studied.
2

Legal Prevention of Ambush Marketing – Case Study of UEFA Euro 2012

100%
Piątkowska M.
Physical Culture and Sport. Studies and Research
|
2012
|
vol. 56
|
issue 1
41-50
EN
Given the seriousness and negative consequences of the ambush marketing phenomenon, it was necessary to fight with great force and strength ambush marketing activities by developing effective prevention strategies. There might be two categories of strategies distinguished: reactive and proactive strategies (Burton & Chadwick, 2008). The most common proactive strategy is to pass normative acts regulating the issues of ambush marketing by the host-country of the sporting event. The purpose of this paper is an analysis of Polish preparations to host the 2012 UEFA European Football Championship in the context of the legal response to unfair practices of ambush marketing. The scope of existing legislation of general application provides sufficient protection for the obligations arising from the Polish international agreements. Issues relating to the protection of intellectual property rights are governed by acts dealing with combating unfair competition, copyright and industrial property law. Poland has not introduced additional regulations protecting the rights of the organizers and official sponsors of major sporting events against fraudulent marketing activities. When analyzing the current legal status it can be concluded that Poland fulfilled the guarantees provided to UEFA. The government adopted the simplest solution: they accepted the facts and did not make any amendments to the existing legal system.
3
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Mega events as a pretext for infrastructural development: the case of the All African Games Athletes Village, Alexandra, Johannesburg

88%
Gunter A.
Bulletin of Geography. Socio-economic Series
|
2014
|
vol. 23
|
issue 23
39-52
EN
The hosting of mega events in the Global South has become a symbol of prestige and national pride. From the hosting of international mega events such as the world cup, to regional events like the Commonwealth Games, developing nations are hosting mega events frequently and on a massive scale. Often used as a justification for this escapade in hosting a mega event is the purposed infrastructural legacy that will remain after the event. From the bid documents of the London Olympics to the Delhi Common Wealth Games, the pretext of infrastructural legacy is cited as a legitimate reason for spending the billions of dollars needed for hosting the event. This paper looks at this justification in the context of the All Africa Games which was hosted in Johannesburg, South Africa in 1999. It examines how the legacy infrastructure from this event has been utilised as a social housing development and how the billions of dollars spent on the infrastructural legacy of the games has been used by local residence of the city. The vast majority of the current residence of the All Africa Games Athletes’ Village have little recollection of the Games and do not feel that the housing stock they have received is of significantly better quality than that of other social housing. This points to the contentious claim that developmental infrastructure built through hosting a mega event is of superior quality or brings greater benefit to the end users. That is not to say that hosting a mega event does not have benefits; however, the claim of development through hosting, in the case of Johannesburg, seems disingenuous.
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