학술논문
How New Zealand plans to protect sporting sponsors.
Document Type
Article
Author
Source
Subject
*Sports sponsorship
*Marketing strategy
*Advertising
*Corporate sponsorship
New Zealand politics & government
Legislative amendments
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*
*
Language
ISSN
0960-5002
Abstract
The article focuses on the efforts of the New Zealand government to resist the spread of ambush marketing in important sporting tournaments. Companies host international events by spending huge amount of marketing cash. Therefore, they are calling for legislative protection from the government for their investment. Brands would have to associate themselves to an event as its official sponsor to be able to take credit of its success.