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Off-Field Competition at Major Sport Events. Case Study of 2010 FIFA World Cup South Africa™

., & McCarthy, L. (2005). Internationalising ambush marketing - a comparative study. International Journal of Sports Marketing & Sponsorship , 6(4), 216-230. Shani, D., & Sandler, D. M. (1998). Ambush marketing: is confusion to blame for the flickering of the flame? Psychology & Marketing , 15(4), 367-383. Shank, M. D. (1999). Sports Marketing - strategic perspective. New Jersey: Prentice Hall. Stotlar, D. K. (1993). Sponsorship and the olympic winter Games. Sport Marketing Quarterly, 2 (1), 35

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A Systematic Literature Review on Ambush Marketing in Sport

logos on clothing, equipment and venues at the 2006 Winter Olympics. International Journal of Sports Marketing and Sponsorship, 9 (4), 290-305. Sandler, D.M., & Shani, D. (1989). Olympic Sponsorship vs. ‘Ambush’ Marketing: Who Gets the Gold? Journal of Advertising Research, 29 (4), 9-14. Séguin, B., Lyberger, M., O’Reilly, N.J., & McCarthy, L. (2005). Internationalising ambush marketing: a comparative study. International Journal of Sports Marketing & Sponsorship, 6 (4), 216-230. Shani, D., & Sandler, D.M. (1998a). Ambush marketing: Is confusion

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