This master thesis focuses on ambush marketing; a concept, which started to develop in the 80s with the first examples being held at the Olympic Games. The concept refers to the strategies of companies, which try to establish a connection with events without having paid a licence fee to do so to the event organiser. This thesis showcases an overview of the main literature about sponsorship and ambush marketing. The goal of this thesis is to present a coherent overview and description of the literature and strategies of ambush marketing on one side, and furthermore analyse the experience had with ambush marketing by the Olympic Committee of Slovenia on one side and his sponsors on the other side, keeping in mind that those sponsors represent the main income source for the committee. Findings show that the analysed Slovene example reflects patterns found on global examples, although none of the analysed sponsors has had first hand experience with ambush marketing.
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