Marketing OF or THROUGH Sport?
Your local arena is selling tickets to a community hockey game.
What is marketing of sport?
This occurs when a company makes its environmental efforts seem bigger or better than they really are.
What is greenwashing?
This occurs when a non-sponsor attempts to associate with an event without paying sponsorship fees.
What is ambush marketing?
Lego sets up interactive booths and giveaways at a race track to engage fans directly with its product.
What is marketing through sport?
How many studies were looked at in the review?
What is 34?
This digital space made pseudo-sponsor tactics easier and more widespread to enable ambush marketing opportunities during the 2012 London Olympic Games
What is social media?
This type of marketing is primarily used by corporate sponsors rather than sport organizations.
What is marketing through sport?
This happens when green claims are used to distract from other harmful practices.
What is sustainable smokescreen?
The committee that applied strict rules to limit ambush marketing during London 2012.
What is the LOCOG (London Organizing Committee of the Olympic and Paralympic Games)?
The NFL launches its own streaming platform to broadcast exclusive games directly to fans. As an added benefit, the league later sells advertising space on the platform to corporate sponsors.
What is marketing of sport?
This vested party is most at risk of losing trust if greenwashing is exposed.
Who are fans (or consumers)?
When a brand pays for official rights to an event but faces competitors trying to associate without payment, this investment is at risk.
What is sponsorship?
A professional soccer club launches a sustainability campaign highlighting eco-friendly stadium renovations to increase season ticket sales.
What is marketing of sport?
Murfree & Brison emphasize that misleading environmental communication violates this ethical marketing principle.
What is transparency?
This marketing concept, that reflects a sport organization’s overall value and fan loyalty, can be weakened if ambush marketing reduces the exclusivity of official sponsorship.
What is brand equity?