Assignment:
Please define ambush marketing and provide an example of a company or any entity that used ambush marketing in sports. Try to find some unique examples. Do you feel that the ambush marketing in your example was successful? Why or why not? Please do your best to locate a brief sample video clip or photo illustrating your ambush marketing example.
Also, how might the legitimate sponsor prevent ambush marketing? Finally, since this week's topic is legal aspects of sport marketing, what are the legal issues related to ambush marketing and what would a marketer have to do in order to break the law while ambushing?
Dwyer, B., & Drayer, J. (2010). Fantasy Sport Consumer Segmentation: An Investigation into the Differing Consumption Modes of Fantasy Football Participants. Sport Marketing Quarterly, 19(4), 207-216.
Abeza, G., Seguin, B., O'Reilly, N., & Nzindukiyimana, O. (2017). Social Media as a Relationship Marketing Tool in Professional Sport: A Netnographical Exploration. International Journal of Sport Communication, 10(3), 325-358.
Mumcu, C., & Fried, G. (2017). Analytics in Sport Marketing. Sport Management Education Journal (Human Kinetics), 11(2), 102-105.
1. For submission, with 250 word minimum requirement.
2. Comprehension of concepts from course resources and weekly lessons demonstrated.
3. Correct spelling, grammar, and punctuation.
Readings:
1. Analytics in Sport Marketing
By Ceyda Mumcu and Gil Fried
2. From virtual reality to reality: Examining the relationship between sport video gaming and sport consumption behaviors
By Sung, I.L. Hong and Marshall Magnusen2
3. Social Media as a Relationship Marketing Tool in Professional Sport: A Netnographical Exploration
By Gashaw Abeza
4. Fantasy Sport Consumer Segmentation: An Investigation into the Differing Consumption Modes of Fantasy Football Participants
By Brendan Dwyer and Joris Drayer