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The Dark Side of Sponsoring and Ambushing Mega Sports Events: Is successful communication hampered by too many, too similar, and too ambiguous stimuli?

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Stand und Perspektiven der Eventforschung

Zusammenfassung

Companies use mega sports events like the Soccer World Cup or the Olympic Games to reach their objectives through event sponsorship, which is defined as an exchange between sponsors and an event, whereby the latter receives a fee and the former obtains rights to associate with the event and to advertise these associations (Cornwell/Maignan 1998). Thereby, the organizers of major events (e.g., FIFA, IOC) frequently try to win a large number of sponsors in order to maximize their profit.

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Authors
  1. Manuela Sachse
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  2. Jan Drengner
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Sachse, M., Drengner, J. (2010). The Dark Side of Sponsoring and Ambushing Mega Sports Events: Is successful communication hampered by too many, too similar, and too ambiguous stimuli?. In: Stand und Perspektiven der Eventforschung. Gabler. https://doi.org/10.1007/978-3-8349-8922-2_4

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