Ambush marketing and RTM as a dangers for sport organisations

Abstract

Carrying out marketing activities during sporting events is an indispensable way to display the image of sponsor, partner or event organizer. If an entity is involved in creating the event, then gaining profits from it justified. However, impersonating the event sponsor and attempting to build a competitive advantage on it is in line with accepted standards. The issue in question, i.e., ambush marketing, has already been described matimes, however there are still no publications that would present the threats related to new technologies and implications for sports organizations. Therefore, the major objective of this article is to define the threats to sporganizations in connection with the use of ambush marketing by external entities. Subject literature analywas adopted as the research method, the conclusions of which will allow defining the most important aspeprotecting sports organizers against the phenomenon of ambush marketing.When discussing ambush marketione omits the area of his activity in social media. Real-Time Marketing (RTM), which mainly works on Internet, according to the "be the first" principle, which will subtly refer to a given event / event is a major thrto the organizers of sporting events. Real Time Marketing is often implemented by entities that are not sponsof a given event, want to get as much coverage as possible through a creative post or advertisement, which is valued in social media.Therefore, the main goal of the article is to show how RTM (which can be used as part ambush marketing practices) poses a threat to sports organizations.