Is Olympic ambush marketing here to stay : examining the issues surrounding ambush marketing as they relate to Olympic sponsors, athletes, and other stakeholders / Bryce M. Nakamura

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Is Olympic ambush marketing here to stay : examining the issues surrounding ambush marketing as they relate to Olympic sponsors, athletes, and other stakeholders / Bryce M. Nakamura

This article examines many of the issues related to ambush marketing in the Olympic context. Specifically, it discusses the problems ambush marketing creates for the International Olympic Committee and Olympic sponsors, along with how brand protection laws and the IOC’s strict advertising guidelines inhibit some forms of creative advertising.