ABSTRACT
Since ambush marketing acts as an alternative to event sponsorship, it is the primary sponsorship participant who bears the consequences of ambush marketing. In this context Bruhn (2003: 16) speaks of the “magic triangle of sponsorship” and outlines three groups of participants, each of whom pursue different interests:
Sports event organisers: they aim to use sponsorship as a means to tap into additional sources of income; the greater the public interest, the greater the marketing potential.
Official sponsors: they consider sponsorship as an integral element of their communications policy; they exploit the attractive sporting environment in order to achieve economic and communicative goals.
The media: their approach is a factor of the ratings; using sports events to reach their own target audiences and to distinguish themselves from media competitors.
