Ertz, Elias; Frey Cordes, Regina Viola; Buettgen, Marion - In: International Journal of Sports Marketing and Sponsorship 21 (2019) 1, pp. 191-204
Purpose: Little is known about the comparative effectiveness of official sports event sponsorship, sports team sponsorship and ambush marketing (AM). The purpose of this paper is therefore to examine and compare the effectiveness of those three types of sports event-related marketing....