Athletes as ambush marketers? An examination of Rule 40 and athletes’ social media use during the 2016 Rio Olympic Games

Research question: Ambush marketing occurs at all major sporting events, and Rule 40 of the Olympic Charter is designed to prevent ambush marketing tactics during the Olympic Games, restricting what content athletes can post on social media about non-Olympic sponsors. Utilizing ambush marketing as a...

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Bibliographic Details
Main Authors: Andrea Geurin, Erin L McNary
Format: Default Article
Published: 2020
Subjects:
Ambush marketing
Olympic Games
Rule 40
Athlete branding
Social media
Online Access:https://hdl.handle.net/2134/11897901.v1
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https://hdl.handle.net/2134/11897901.v1

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