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Event sponsorship and ambush marketing: lessons from the Beijing olympics
Simon Fraser University, Vancouver.
Simon Fraser University, Vancouver.
Bentley University, Waltham.
Luleå University of Technology, Department of Business Administration, Technology and Social Sciences, Business Administration and Industrial Engineering. Aha! Research, Hong Kong.
2010 (English)In: Business Horizons, ISSN 0007-6813, E-ISSN 1873-6068, Vol. 53, no 3, p. 281-290Article in journal (Refereed) Published
Abstract [en]

Sponsorship of large sporting and cultural events has become a major marketing communication tool, particularly when firms obtain exclusive rights and garner the hype associated with this honor. Concomitantly, ambush marketing-defined as attempts by competitors to exploit the event-has also increased in prominence. This article outlines what is known as the Li Ning affair, whereby major Olympic sponsor Adidas was ambushed by lesser-known Chinese sportswear company Li Ning, whose namesake founder was the most decorated Chinese Olympian and who lit the Olympic flame at the 2008 Beijing Olympiad. Data collected immediately following the closing of the Beijing Games isolates what we call the Li Ning effect-or, being incorrectly identified as an official sponsor-and the positive effects this has on measures of brand attitude and recommendation likelihood. As presented herein, seven lessons about ambush marketing can be derived from the Li Ning affair, which sponsors and those considering sponsorship opportunity might wish to learn.

Place, publisher, year, edition, pages
2010. Vol. 53, no 3, p. 281-290
National Category
Business Administration
Research subject
Industrial Marketing
Identifiers
URN: urn:nbn:se:ltu:diva-14811DOI: 10.1016/j.bushor.2010.01.002ISI: 000286777500007Scopus ID: 2-s2.0-77952010220Local ID: e3afa330-0fda-11df-bae5-000ea68e967bOAI: oai:DiVA.org:ltu-14811DiVA, id: diva2:987784
Note

Validerad; 2010; 20100202 (ysko)

Available from: 2016-09-29 Created: 2016-09-29 Last updated: 2018-07-10Bibliographically approved

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Pitt, LeylandBerthon, PierreSteyn, Peter

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CiteExportLink to record
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Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf