Ambush Marketing in Egypt’s Sports Sponsorship: Preliminary Investigations | ||||
| Assiut Journal of Sport Science and Arts | ||||
| Article 13, Volume 2014, Issue 1, December 2014, Page 235-251 PDF (353.25 K) | ||||
| Document Type: Original Article | ||||
| DOI: 10.21608/ajssa.2014.70899 | ||||
 View on SCiNiTO | ||||
| Author | ||||
| Ahmed Fathi Hussien Alafandi | ||||
| Lecturer, Department of Sports Management, Benha University | ||||
| Abstract | ||||
| The term “ambush marketing” was first used by the media after the 1984 Los Angeles Olympics when Kodak sponsored ABC’s coverage and successfully “ambushed” Fuji, the official sponsor of these Games(16). | ||||
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