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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

A Systematic Literature Review on Ambush Marketing in Sport

88%
Piątkowska M., Żyśko J., Gocłowska S.
Physical Culture and Sport. Studies and Research
|
2015
|
vol. 66
|
issue 1
14-27
EN
The aim of the paper was to outline and evaluate the existing scientific achievements regarding the phenomenon of ambush marketing in sport, mark the dominating problematic areas, and create a literature database for the purposes of further research. The systematic literature review was conducted in the following stages: planning and conducting the review, analysis, and description of the results. The preliminary analysis included a combined number of 21,176 studies published between 1984-2013 in journals, books, and other sources included in analyzed databases, chosen using a meta-keyword: ambush. Analysis of the subject literature on the phenomenon of ambush marketing in sport allows for the classification of the works into three dominating research areas: identification of ambush marketing phenomenon, identification of the influence of ambush marketing practices on consumers, and identification of counter-ambush strategies. This review indicates the need for secondary research in social sciences in a more systematic way and more rigorously than it was done until now.
4

Does Sport Event Involvement Influence Brand Recognition of Official Sponsors and Ambush Marketers?

88%
Piątkowska M., Gocłowska S.
Physical Culture and Sport. Studies and Research
|
2016
|
vol. 72
|
issue 1
33-40
EN
The main aim of the study is to verify how event involvement in the UEFA Euro 2012 influenced the recognition of both sponsors’ and ambushers’ brands. Computer-Assisted Personal Interviews were conducted on a representative sample of the Polish society (N = 1,000). On the basis of five groups of consumers regarding involvement in the event, authors examined brand recognition, using Top of Mind Awareness (TOMA) tests of official sponsors and ambushers. The highest TOMA rate was observed in the group of heavy viewers. The lower the quantity and intensity of the matches watched, the lower the percentage of people who recalled a brand of the official sponsor at first. An inverse relationship exists in the case of people who identified the ambush marketers. Ambush marketing phenomenon does not seem to threaten official sponsors of the event among consumers involved in the event. Therefore, it seems to be crucial to take into account the division between fans and non- fans of the event and level of their event involvement whilst measuring brand recognition. It is noticeable that in the current literature the issue of effects of ambushing on consumers divided into groups of fans and non-fans has been largely ignored. Thus this study shows how important conducting a test of brand recognisability based on involvement of consumers in the sport event is.
5
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Ambush Marketing in Poland Beforethe 2012 European Football Championship

75%
Gębarowski M.
Journal of Entrepreneurship, Management and Innovation
|
2013
|
vol. 9
|
issue 1
157-172
EN
Activities belonging to ambush marketing (parasite marketing) are more and more widely undertaken with regard to subsequent, huge sports events. Therefore, this article analyzes the scope of using this form of promotion in the period that preceded the 2012 European Football Championship. A reference has been made to Poland – a country which was a co-host of the championship. On the Polish market, owners of many brands performed actions that aimed at “stealing” image effects which should be achieved only by official sponsors who support such huge tournament (which is considered to be one of the three greatest sports events all around the world – apart from the Summer Olympic Games and the Football World Cup). The article has two objectives. First, it describes a concept of promoting selected brands (based on relation to the EURO 2012), identifying the scope of using ambush marketing forms in relation to Polish consumers. Second, it presents results of research which illustrates differences in conceiving the brands of both official sponsors and those – to whom one can attribute a name of ambushers.
6
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Komunikacja sponsoringowa oraz ambush marketing podczas Euro 2016

71%
Kończak J.
Studia Medioznawcze
|
2016
|
issue 3 (66)
123-136
PL
Artykuł stanowi analizę wybranych form komunikacji firm wokół Euro 2016, koncentrując się głównie na przekazie reklamowym zarówno w Polsce, jak i w wybranych krajach europejskich. Zostały w nim pokazane najczęstsze motywy wykorzystywane podczas kampanii prowadzonych zarówno przez sponsorów, jak i przez marki balansujące na granicy lub przekraczające granice ambush marketingu. Naszkicowano zagadnienie sponsoringu i funkcje oraz jego rosnące znaczenie jako formy promocji. Przedstawiono również główne kategorie graczy rynkowych podczas Euro 2016 i praw, którymi dysponują.
EN
The article is a description of some forms of communication around Euro 2016 focusing mainly on the transmission of advertising, both in Poland and in selected European countries. Author shown the most common grounds on which base campaigns both sponsors and other brands which are near the ambush marketing. In article were also some issue of sponsorship, functions and its increasing importance as a form of promotion. It also presents the major categories of market players during Euro 2016 and their marketing rights.
7
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OZNACZENIE PRZEDSIĘBIORCY W POLSKIM I EUROPEJSKIM PRAWIE KONKURENCJI, A ZJAWISKO AMBUSH MARKETINGU

63%
PLEBAN M.
Acta Scientifica Academiae Ostroviensis. Sectio A, Nauki Humanistyczne, Społeczne i Techniczne
|
2016
|
issue 8(2)/2016
251-263
PL
W artykule położono nacisk na najważniejsze zagadnienia dotyczące analizy zjawiska ambush marketingu, w szczególności na możliwość oceny ich zgodności z prawem polskim, głównie z ustawą z dnia 16 kwietnia 1993 r. o zwalczaniu nieuczciwej konkurencji, w zakresie oznaczania przedsiębiorców. Wyszczególniono w niej także poszczególne formy prowadzenia działalności ambush marketingowej, zaprezentowano przykłady takich aktyw-ności, jak również skorelowano konkretne stany faktyczne z obowiązującymi przepisami prawa. Poruszona została również problematyka sponsoringu oraz nieoficjalnego sponsoringu, a także tematyka naruszenia w ramach prowa-dzenia omawianej działalności przepisów ustawy z dnia 30 czerwca 2000 r. Prawo Własności Przemysłowej.
EN
The article emphasis is put on the most important issues concerning the analysis of the phenomenon of ambush marketing and in particular on the opportunity to evaluate their compliance with the Polish legal system, especially with the Act of Unfair competition, in the field of marking of the entrepreneurs. What is more, various forms of ambush marketing activities are presented, as well as the examples of such activities, as well as the facts correlated with the law. The issues of sponsorship and unofficial sponsorship were also discussed, as well as the topic of violations in the course of the activities discussed in the provisions of the Act of Industrial Property Law.
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