The Scorecard Initiative
Renowned scientists have published state-of-the-art perspectives on key aspect in business, management, and sport on the Scorecard website. The information is always up-to-date and offers scientists the chance to share their work across a general audience and to encourage discussions with the general audience. This includes opinions, background reports, discussions, current research papers, and case studies. Joerg Koenigstorfer focuses on ambush marketing becaue of its current topicality.
The Perspective on Ambush Marketing
Companies build associations with mega-events in sports to communicate with target groups even though they do not possess official sponsorship rights. This phenomenon is known as ambush marketing. Joerg Koenigstorfer's Scorecard publication, written together with Prof. Dr. Sebastian Uhrich from German Sport University Cologne, discusses the efficiency of ambush marketing. Companies that follow the ambush marketing strategy consequently (such as Volkswagen during the FIFA World Cup) may benefit even more than official sponsors that pay for sponsorship rights as regards reaching relevant sponsoring goals. They can avoid the risks that they would have to bear if they had an official sponsorship involvement with the FIFA (considering suspicion of corruption in FIFA and the negative perception of the local population on associated institutions, such as the organizing committee installed by the Brazilian government). In practice, the costs for the sponsorship of mega sport events have decreased (as one would expect given that ambushing is not disadvantageous per se). How can sponsors react to this development? What are the factors that influence the efficiency of sponsorship as opposed to ambush marketing? The Scorecard publication discusses the consequences of potential defense measures from the perspective of sponsors, and provides an outlook on the topic.
Read the article here:
http://thescorecard.org/post/366
Contact
Department of Sport & Health Management
Prof. Dr. Jörg Königstorfer
Secretary: Mirjam Eggers
Uptown München Campus D
Georg-Brauchle-Ring 60/62
80992 Munich
Phone: +49.89.289.24559
Fax +49.89.289.24642