The evolving sophistication of ambush ma
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Simon Chadwick; Nicholas Burton
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Article
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2011
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John Wiley and Sons
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English
β 186 KB
## Abstract At sporting megaβevents, there is increasingly intense competition off the field of play as well as on it, with big brands battling it out for the attention of consumers. Some of these brands are associated with official event sponsors; others are associated with commercial rivals that