Auteur(s) : Virely, Yoann
Directeur : Hertrich, Sylvie
Composante : EMS
Date de création : 30-06-2020

Description : Marketing and Event Management, This paper examines the emerging trend around ambush marketing, explaining it and finding that stakeholders might go too far in their fight against ambush marketing, passing too aggressive special legislation, thus possibly engendering counterproductive effect on the protection of their brand and their partners. After a brief review of literature on the issue of ambush marketing and on the apparition of Event Specific Ambush Marketing Legislation (ESAML), this paper will focus on the evolution of ESAML inside the Olympic environment. Thanks to an analysis of the special legislation enacted for the 2012 London Olympics particularly, its aftereffects on the Olympic brand and partners' image and a general review of the literature that led the change of direction, the aim of this paper is to lay the groundwork for the 2024 Paris Olympics and to understand how the special legislation passed in France in 2018 has been conceived. Event Specific Ambush Marketing Legislation raised many issues from both legal and business perspectives which will be discussed with French experts and different stakeholders of the Olympic environment, in order to examine whether the International Olympic Committee and Paris 2024 Organisational Committee for the Olympic Games might be compared to Big Brother.
Mots-clés libres : Comité international olympique, Marketing d'embuscade, Marketing and Event Management, Ambush marketing, activation, event specific ambush marketing legislation, ESAML, Olympic Games, Paris 2024, Big Brother, International Olympic Committee, IOC, 650 Gestion et organisation de l'entreprise
Couverture : FR