Ambush marketing and the Games

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The growth in sponsorship over the last two decades has led to intense competition amongst organisations to secure and protect their sponsorship contracts. An associated desire to maximise brand visibility for those companies who have not secured official sponsor rights at the Olympics and Paralympics has led to an equally rapid rise in a phenomenon know as “ambush marketing”, where organisations attempt to promote themselves as official sponsors, when they are not.

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AuthorsElesa Zehndorfer
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CopyrightCopyright JISC and Oxford Brookes University
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This collection synthesises outputs from the JISC Learner Experiences of e-Learning programme. For more information see the project webpage.jisc logo

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