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Conceptualizing Ambush Marketing: Developing a Typology of Ambush Strategy and Exploring the Managerial Implications for Sport Sponsors

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Conceptualizing Ambush Marketing: Developing a Typology of Ambush Strategy and Exploring the Managerial Implications for Sport Sponsors Conceptualizing Ambush Marketing: Developing a Typology of Ambush Strategy and Exploring the Managerial Implications for Sport Sponsors Burton, N. Submitted version deposited in CURVE January 2014 Original citation: Burton, N. (2012) Conceptualizing Ambush Marketing: Developing a Typology of Ambush Strategy and Exploring the Managerial Implications for Sport Sponsors Unpublished PhD Thesis. Coventry: Coventry University. Copyright © and Moral Rights are retained by the author(s) and/ or other copyright owners. A copy can be downloaded for personal non-commercial research or study, without prior permission or charge. This item cannot be reproduced or quoted extensively from without first obtaining permission in writing from the copyright holder(s). The content must not be changed in any way or sold commercially in any format or medium without the formal permission of the copyright holders. Note: A number of advertising images have been removed from the online version of the thesis due to third party copyright. The full unabridged version of the thesis can be viewed at the Lanchester Library, Coventry University CURVE is the Institutional Repository for Coventry University http://curve.coventry.ac.uk/open Conceptualizing Ambush Marketing: Developing a Typology of Ambush Strategy and Exploring the Managerial Implications for Sport Sponsors Nicholas I.F. Burton December 2011 A thesis submitted in partial fulfillment of the University‟s requirements for the Degree of Doctor of Philosophy Coventry University Copyright © Nicholas Burton, 2012 Abstract As sport sponsorship has grown in importance and sophistication over the past three decades, so too have the efforts made by un-associated brands to capitalize on the financial benefits and media value provided by sport. By offering would-be sponsors an alternative means of associating with an event without the substantial expense of securing an official partnership, ambush marketing has become a major threat to the investments made by official sponsors, cluttering the marketing environment surrounding sponsorship and challenging sponsors for consumer attention and awareness. Unfortunately, our understanding of ambushing and its impact on the management of sponsorship programmes has been limited by the predominantly atheoretical, outdated perspective of ambush marketing espoused by commercial rights holders and event organizers. This study presents a conceptual examination of ambush marketing, providing a theoretical investigation of the nature, role, strategy and impact of ambush marketing and a renewed perspective of ambush marketing as a form of marketing communications. Contemporary ambush marketing represents a strategic alternative to official sponsorship, which offers a brand access to consumer attention and awareness by creating an affiliation, whether implicit or explicit, with an event or property. This previously unexplored complexity and diversity has informed the construction and development of a typology of ambush strategy which contemporizes past ambush marketing research and affords new insight into the role and evolution of ambush marketing, and its impact on sport sponsorship management. The development of a theoretical conceptualization of ambush marketing represents an integral step in the advancement of the academic study of ambushing, and affords the opportunity to better understand the impact of ambushing on sponsorship and to further explore the nature of ambush marketing. i Acknowledgements This study was conducted with the generous support of Coventry University and the Faculty of Business, Environment and Society. It is with thanks to the Department of Sport and Event Management, the Department of Strategy and Applied Management, and the staff of Coventry University Business School that this dissertation has been completed. This research owes its inspiration and direction to my friend, mentor, and supervisor, Professor Simon Chadwick. I cannot thank Simon enough for the help and support he has provided over the years, and the opportunities he‟s offered me as a researcher, as an academic, and as a colleague. I am eternally grateful for his efforts in keeping this research on course, and for keeping me motivated and focused throughout. I have also had the pleasure of working with the Centre for the International Business of Sport throughout this undertaking, and am forever indebted to the CIBS family for their help. To Dr. Anna Semens, Ian Webster, Neville Clements, Samantha Gorse, and Dr. John Beech – thank you. I would like to extend my sincere gratitude to the many friends and colleagues who have supported me throughout this project and provided a much-needed and welcomed distraction from the daily grind. I also owe special thanks to Helen Rowe, for her continued assistance and kindness in completing this work. Finally, this dissertation is dedicated to my sister, Sam, and parents, Joan and Bob: without your love, support, patience and encouragement, this work would not have been possible. Thank you. ii Table of Contents Abstract… i Acknowledgements… ii List of Tables… v List of Figures… vi Chapter I: Introduction… 1 1.1 – An Introduction to Ambush Marketing… 1 1.2 – Research Aims & Objectives… 7 1.3 – Research Methodology… 9 1.4 – Analysis & Discussion… 13 1.5 – Publication… 16 1.6 – Breakdown of the Study… 18 1.7 – Conclusions… 19 Chapter II: Theoretical Framework… 21 2.1 – Ambush Marketing and Sport Sponsorship: An Introduction… 21 2.1.1 – The Sponsorship Industry… 22 2.1.2 – The Evolution of Sponsorship… 24 2.2 – The State of Sponsorship Research… 27 2.2.1 – Sponsorship and Sport Marketing Communications… 27 2.2.2 – Defining Sponsorship… 30 2.2.3 – Re-visiting Sponsorship Research… 33 2.2.4 – Progressing Sponsorship Research… 39 2.3 – Ambush Marketing… 41 2.3.1 – Introducing Ambush Marketing… 42 2.3.2 – The Threat Posed to Sport Sponsorship… 47 2.3.3 – Protecting Against Ambush Marketing… 52 2.4 – Theoretical Conclusions… 62 Chapter III: Research Methods… 65 3.1 – Research Philosophy and Design… 65 3.2 – Phase I: Constructing an Ambush Case Database… 70 3.2.1 – The Ambush Case Database… 73 3.3 – Phase II: Preliminary Practitioner Interviews… 82 3.3.1 – The Nature of Ambush Marketing… 89 3.3.2 – Implications for Sponsors and Rights Holders… 94 3.3.3 – Summary of Preliminary Findings… 105 3.4 – Phase III: In-Depth Expert Interviews… 108 3.4.1 – Sampling Considerations… 110 3.4.2 – Data Collection and Analysis… 113 3.4.3 – The Development of a Typology of Ambush Marketing Strategy… 119 3.5 – Methodological Conclusions… 121 iii Chapter IV: Analysis & Discussion of Results… 123 4.1 – Towards a Theory of Ambush Marketing… 123 4.2 – Developing a Conceptualization and Typology of Ambush Marketing… 124 4.3 – A Typology of Ambush Marketing Strategy… 129 4.3.1 – Direct Ambush Marketing Activities… 133 4.3.2 – Indirect Ambush Marketing Activities… 155 4.3.3 – Incidental Ambush Marketing Activities… 175 4.3.4 – The Evolution of Ambush Marketing… 184 4.4 – Examining Ambush Marketing‟s Impact on Sponsorship Management… 186 4.5 – Modeling Ambush Marketing‟s Impact on Sponsorship… 208 Chapter V: Conclusions and Recommendations… 213 5.1 – Exploring Ambush Marketing Theory… 213 5.2 – Embracing a New Understanding of Ambush Marketing… 216 5.3 – The Future of Ambush Marketing Research… 219 5.4 – Conclusion… 222 References… 223 Appendices… 278 Appendix A: Phase II Semi-Structured Interview Schedule… 278 Appendix B: Phase III In-Depth Expert Interview Schedule… 291 Appendix C: Phase III Expert Interview NVivo Coding Report… 305 iv List of Tables Chapter I Table 1.1 – Tabulated Summary of Methodology… 10 Chapter II Table 2.1 – Defining Ambush Marketing… 45 Chapter III Table 3.1 – Tabulated Summary of Methodology… 69 Table 3.2 – Selected Examples from the Ambush Marketing Case Database… 74 Table 3.3 – Preliminary Semi-Structured Interview Participants… 87 Table 3.4 – Expert Interview Participants… 113 Chapter IV Table 4.1 – A Typology of Ambush Marketing… 131 v List of Figures Chapter I Figure 1.1 – Bavaria, 2006 FIFA World Cup, Germany… 1 Chapter II Figure 2.1 – The 21st Century Sport Integrated Marketing Communications Mix… 29 Figure 2.2 – Canterbury, New Zealand Rugby Football Union, 2001… 54 Chapter III Figure 3.1 – The Research Onion… 66 Figure 3.2 – Nike, 1992 Barcelona Summer Olympic Games… 77 Figure 3.3 – Pepsi, 1996 ICC Cricket World Cup, India… 77 Figure 3.4 – Reebok, 2008 Beijing Summer Olympic Games… 80 Figure 3.5 – Guinness, 2010 FIFA World Cup, South Africa… 91 Figure 3.6 – Asics, 2010 Los Angeles Marathon… 92 Figure 3.7 – Kulula Air, 2010 FIFA World Cup, South Africa… 101 Figure 3.8 – NVivo Coding Table Excerpt: „Ambush Marketing‟… 118 Chapter IV Figure 4.1 – Pepsi, 2010 FIFA World Cup, South Africa… 134 Figure 4.2 – Heineken, 2010 FIFA World Cup, South Africa… 135 Figure 4.3 – Nike, 2008 Beijing Summer Olympic Games… 138 Figure 4.4 – Target, 2010 Vancouver Winter Olympic Games… 139 Figure 4.5 – Puma, 2010 FIFA World Cup, South Africa… 143 Figure 4.6 – Eastwood‟s Tavern, Pretoria, 2010 FIFA World Cup, South Africa… 146 Figure 4.7 – DeWalt, Major League Soccer, 2009… 148 Figure 4.8 – Bavaria, 2010 FIFA World Cup, South Africa… 149 Figure 4.9 – adidas, 2008 UEFA European Championships, Austria & Switzerland… 154 Figure 4.10 – Lufthansa, 2006 FIFA World Cup, Germany… 158 Figure 4.11 – Nike, 2008 Beijing Summer Olympic Games… 159 Figure 4.12 – Puma, 2008 UEFA European Championships, Austria & Switzerland… 160 Figure 4.13 – Mars, 2006 FIFA World Cup, Germany…
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