Global Sport Marketing: Sponsorship, Ambush Marketing, and the Olympic Games

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9781935412434: Global Sport Marketing: Sponsorship, Ambush Marketing, and the Olympic Games

As sport marketing matures, as social technologies advance, and as the Olympic Games cement their position as the largest and most important mega-event in the world, marketers everywhere are increasing their sophistication in using the Olympic platform to achieve their objectives. Indeed, whether official sponsor or ambusher, marketers everywhere are expanding their interest in those few special platforms like the Olympic Games that enable them to reach the masses in very customized ways. The vastly changing importance of the Olympic Games as a global marketing vehicle, combined with the growing knowledge and emerging practical realities around ambush marketing, inspired this team of distinguished scholars and practitioners to write Global Sport Marketing: Sponsorship, Ambush Marketing, and the Olympic Games. The authors experiences bring a unique and varied perspective to this textbook. Their experiences include positions with international and national sport organizations, the International Olympic Committee, national Olympic committees, international federations, marketing agencies, sponsors of sport, and much more. Whether you are a student of marketing or a practitioner in the field, this book provides knowledge, context, and tools to help you in your career.

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About the Author:

Norm O'Reilly is chair of the world-ranked Department of Sports Administration in the College of Business at Ohio University. He also holds the Richard P. & Joan S. Fox Professor of Business at Ohio. Richard W. Pound is a lawyer and CPA and is Counsel in the Canadian law firm, Stikeman Elliott LLP. He has been a member of the International Olympic Committee (IOC) since 1978 and for some twenty years was responsible for all television and marketing activities of the IOC. Rick Burton is the award-winning David B. Falk Distinguished Professor of Sport Management in Syracuse University s David B. Falk College of Sport and Human Dynamics. He served as the chief marketing officer for the U.S. Olympic Committee at the Beijing 2008 Summer Olympics, where he directed the USOC's partnerships for IOC and USOC sponsorship activation at the world's largest sporting event. Benoît Seguin is an associate professor of sport management, specializing in sport marketing at the University of Ottawa. His research on sponsorship, ambush marketing, and Olympic Marketing has been published in a variety of international journals and co-authored Olympic Marketing (Routledge). Michelle Brunette is a PhD candidate at Nipissing University with a focus on the intersection of sport, culture and education. She teaches international health in the School of Human Kinetics and directs institutional planning at Laurentian University.

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