Defending the Co-Branding Benefits of Sponsorship B2B Partnerships: The Case of Ambush Marketing

This global study analyzes ambush marketing from the perspective of the sponsor and sport entity as partners in a business-to-business relationship.

Defending the Co-Branding Benefits of Sponsorship B2B Partnerships: The Case of Ambush Marketing

Francis Farrelly Monash University

Pascale Quester University of Adelaide

Stephen A. Greyser Harvard University

As The 2006 Winter Olympics fast approach, and as...