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While ambush marketing may lack the financial risk of other methods, it does still retain a
fair amount of image risk. According to a study by Dickson, Naylor, and Phelps, most
individuals find ambush marketing “unethical and a practice that organizations should not
utilize” (Dickson, Naylor, & Phelps, 2014). In addition to viewers, McKelvey, Sandler, &
Snyder found that the opinion of ambush marketers was lowered for nearly 60% event
participants as well, in a study conducted with NYC Marathon runners (McKelvey, Sandler, &
Snyder, 2012). This indicates a clear risk to brand image when a company openly involves
themselves in ambush marketing schemes.
Conclusions
The business objectives examined in this research contribute to our understanding of how
companies can leverage the sports industry toward advantage seeking behavior. Through
attempts at brand enhancement, increased brand awareness, improve customer goodwill
and market share growth, firms are seeking to shift the competitive landscape to their
advantage. Efforts to introduce new products are endeavors at moving beyond the firm’s
current scope. To achieve such gains, firms must understand how to manage their
marketing resources to their best advantage.
The systemic review explored herein provides an understanding of what can be expected
regarding the aforementioned objectives from the use of various marketing methods within
the sports industry. Exhibit 6 provides a synthesis of the findings and implications of the
review. Advertising associated with athletic events and/or using sport celebrities, albeit
sometimes quite expensive, has been used successfully for achieving a variety of firm
objectives. Product and service endorsements by athletes have been successful in brand
enhancement and increasing sales, yet carry potential risks. Firms might need to consider
the cost trade-off of signing less celebrated athletes earlier in their careers or arranging for
non-compensated endorsements.
Sponsorships, product placement and ambush marketing are used less frequently than
advertising and endorsements. The value of sponsorships and product placements can be
high, although costs appear to be escalating. Firms have to have very clear objectives and a
clear plan as to how they will fully leverage the potential benefits to be gained from these
marketing endeavors. Effective ambush marketing can be difficult to execute. However, past
results illustrate the high potential payoff that helps the firm do well and ensures a
competitor does less well.
In attempting to leverage the sports industry, firms must be clear in their objectives. They
must be aware of potential risks. They must be adaptable and flexible enough to adjust if
short-term gains are not being obtained or if continued pursuit of the same approach
includes substantial downside risk. However, the overall evidence here makes it clear that
leveraging the sports industry has the potential for substantial returns for a firm’s marketing
investments.
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