scholarly journals Legacy in Major Sport Events: Empirical Insights from the 2010 FIFA World Cup in South Africa

CHOREGIA ◽  
2015 ◽  
Vol 11 (1) ◽  
Author(s):  
TOM BASON ◽  
◽  
DAVID COOK ◽  
CHRISTOS ANAGNOSTOPOULOS ◽  
◽  
...  
Keyword(s):  
South Africa ◽  
World Cup ◽  
Fifa World Cup ◽  
Sport Events

scholarly journals Off-Field Competition at Major Sport Events. Case Study of 2010 FIFA World Cup South Africa™

2010 ◽  
Vol 50 (1) ◽  
pp. 118-132
Author(s):  
Monika Piątkowska ◽  
Jolanta Żyśko
Keyword(s):  
South Africa ◽  
Marketing Strategies ◽  
World Cup ◽  
Great Opportunity ◽  
Fifa World Cup ◽  
Ambush Marketing ◽  
Global Companies ◽  
Sport Events ◽  
Marketing Methods

Off-Field Competition at Major Sport Events. Case Study of 2010 FIFA World Cup South Africa™Over the past twenty years sponsorship has outperformed all other marketing communication tools in terms of growth. With their massive audiences, major sport events create great opportunity for global companies to showcase their brands and products. Due to rapidly rising costs for securing sponsorship rights, ambush marketing has emerged as a growing option for different kind of companies.The aim of ambush marketing is to obtain more of the gains associated with an official event sponsorship but without incurring the same extent of its costs. "Ambushers" are becoming increasingly astute at developing ways to circumvent legal attempts to control non-sponsor marketing strategies.Therefore, the aim of the paper is to introduce and categorize various ambush marketing methods and counter-ambushing strategies. As ambush marketing has shifted over time from broadcast sponsorship campaigns and venue surrounding advertising to more off-site venue marketing, it is also important to analyze how the organizers of major sport event prevent the event itself, the sponsorship rights and how they deal with ambush marketing issue. The case of 2010 FIFA World Cup South Africa has been studied.

Psychic income and social capital among host nation residents: A pre–post analysis of the 2010 FIFA World Cup in South Africa

2014 ◽  
Vol 44 ◽  
pp. 113-122 ◽  
Author(s):  
Heather J. Gibson ◽  
Matthew Walker ◽  
Brijesh Thapa ◽  
Kyriaki Kaplanidou ◽  
Sue Geldenhuys ◽  
...  
Keyword(s):  
South Africa ◽  
Social Capital ◽  
World Cup ◽  
Fifa World Cup ◽  
Host Nation ◽  
Psychic Income
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