Although sport is generally defined as motor activity, it has always been much more than that. Many years ago, people already contrasted the games against the more serious demands of employment or against military conflicts, which led to a special status of sports that lasts until today. Since...

1. Introduction -- 2. Theoretical foundation of ambush marketing -- 3. Ambush marketing in practice -- 4. Structuring the strategies and manifestations of ambush marketing -- 5. Consequences of ambush marketing -- 6. Interdisciplinary evaluation of ambush marketing -- 7. Prevention of ambush...