Purpose The purpose of this paper is to comprehensively characterise the interdisciplinary phenomenon of ambush marketing in sports, structure its manifestations, illustrate the consequences associated with ambush marketing and provide a critical evaluation from an objective perspective....

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...