Purpose: The purpose of this paper is to examine the impact of alcohol sponsorship-linked advertising through esports upon young gaming audiences and how gaming behaviours affect advertising response. Design/methodology/approach: A cross-sectional survey study was employed to examine the...

Purpose: The practice whereby a non-official sponsor brand attempts to “ambush” an official sponsor’s rights continues to threaten sporting events. A key motivator of the ensuing regulatory response is grounded in the ambiguity that ambush marketing generates, namely, by obscuring public...

Purpose: The purpose of this paper is to identify strategic objectives that can be utilized by non-host communities to leverage the opportunities provided by mega sport events. The unique context and timing of this study facilitates discussion surrounding a particular non-host community and how...