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The global stage of sporting events, particularly the Olympics, has transformed into a high-stakes battleground for brands seeking to connect with consumers. While official sponsors invest heavily to align their image with these prestigious events, a growing number of companies are employing unconventional tactics to capitalize on the associated hype and publicity. This phenomenon, known as ambush marketing, has evolved into a complex and increasingly sophisticated strategy.
Our research delves into the intricacies of ambush marketing, examining its prevalence, impact, and implications for both official sponsors and the events themselves.
We surveyed 1200 marketers, as well as academics and engaged audiences. Read on to gain a clearer understanding of the competitive dynamics at play during major sporting events like the Olympics.
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