Hoek, Janet; Gendall, Philip - In: International Journal of Sports Marketing and Sponsorship 3 (2002) 4, pp. 16-34
Sponsors claim that ambush marketing damages the integrity and financial basis of an event, however, definitions of “ambushing” remain ambiguous, particularly where more than oneparty lays claim to specific images. When the New Zealand Rugby Football Union (NZRFU) changed its official...