Managing Official Sponsorship Rights in the Face of Ambush Marketing

: Steve McKelvey
: $5
: Jan 1, 2016
: May 1, 2017
: MCC-00317
: Digital PDF
: 10 pages
: 13 pages

This case study places students in the real world decision-making process acting as the Canadian Olympic Committee’s (COC) brand protection team faced with high-profile incidents of ambush marketing that arise in the months prior to the 2014 Sochi (Russia) Winter Olympic Games. The case study provides the actual ambush marketing assessment form utilized by the COC to assess the severity of ambush marketing incidents and challenges students to provide a course of action from both a legal and business perspective.

Ambush Marketing

Sport Governance Sport Law Sport Marketing Sponsorship