Sponsorship: Guerrilla marketing - where is it now?

This article examines the state of guerrilla marketing in the world of sports sponsorship. This generally takes the form of either smaller brands trying to afford the glory enjoyed by bigger brands or key competitors aiming to unofficially capitalise on an event's feel-good factor.

Sponsorship: Guerrilla marketing - where is it now?

David AtkinsonIPA

With 12 months passed since London 2012, and just a year to go until the 2014 World Cup in Brazil and the Glasgow Commonwealth Games, it seems a good time to consider the state of ambush, or guerrilla, marketing in the sports world.

There's no doubt the threat of guerrilla marketing occupied the thoughts of those involved in London 2012 as never before. But the Olympics also formed a landmark in the way that guerrilla marketing was managed for major global events.

First, let's look at what guerrilla marketing...

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