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Ambush Marketing im Rahmen der FIFA Fußball-Weltmeisterschaft 2010

Author

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  • Nufer, Gerd
  • Geiger, Christina

Abstract

Ambush Marketing kennzeichnet die Vorgehensweise eines Unternehmens, dem Publikum eines Sport-Events durch eigene Marketing-Maßnahmen eine autorisierte Verbindung zum Event zu signalisieren, obwohl das betreffende Unternehmen keine legalisierten oder lediglich unterprivilegierte Vermarktungsrechte an dieser von Dritten gesponserten Veranstaltung besitzt. Im vorliegenden Beitrag werden zunächst die mannigfaltigen, in der Praxis zu beobachtenden Ambush-Marketing-Erscheinungsformen strukturiert und systematisiert. Darauf aufbauend wird anhand des Beispiels der FIFA Fußball-Weltmeisterschaft 2010 in Südafrika analysiert, welche Ambush-Marketing-Formen von werbenden Unternehmen gegenwärtig am häufigsten eingesetzt werden.

Suggested Citation

  • Nufer, Gerd & Geiger, Christina, 2011. "Ambush Marketing im Rahmen der FIFA Fußball-Weltmeisterschaft 2010," Reutlingen Working Papers on Marketing & Management 2011-06, Reutlingen University, ESB Business School.
    • Handle: RePEc:zbw:esbwmm:201106
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