Ambush Marketing and Athlete Sponsorship at Winter Olympics, Mega Sports Events
Source Newsroom: University of South Carolina
John Grady, an associate professor and researcher in sport and entertainment management, is an expert in identifying ambush marketing and devising sponsorship protection strategies to curb the practice. Ambush marketing is a technique global brands use to attach themselves to an event without paying a sponsorship rights fee, and the Olympics are a frequent target. Competing Olympic athletes are now restricted from acknowledging personal sponsors during the Olympic “blackout period” as a result of Rule 40 of the Olympic charter. He can also discuss the increasing role of social media in Olympic sponsorship and ambush marketing.
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