Ambush Marketing on the Olympic Games

Pričujoče magistrsko delo se osredotoča na marketing iz zasedekoncept, ki se je začel pospešeno razvijati v 80. letih prejšnjega stoletja s prvimi primeri na olimpijskih igrah. Nanaša pa se na strategije podjetij, ki poskušajo vzpostaviti povezavo z dogodki, brez da bi za to plačali prispevek organizatorjem. Delo predstavlja pregled ključne literature s področja sponzorstva ter marketinga iz zasede. Cilj magistrske naloge je bil na deskriptivni ravni pripraviti celovit pregled literature in praks s področja marketinga iz zasedenato pa na empirični ravni analizirati izkušnje, ki jih ima z marketingom iz zasede na eni strani Olimpijski komite Slovenije, kot nosilec in zaščitnik olimpijskih pravic na ozemlju Slovenije, ter na drugi strani njegovi sponzorji, torej deležniki, od katerih Olimpijski komite Slovenije dobi glavnino prihodkov za svoje delovanje. Ugotovitve raziskave kažejo, da se na analiziranem slovenskem primeru pojavljajo podobni vzorci kot jih je moč zaslediti tudi v globalnem primeru kljub temu, da nihče izmed analiziranih sponzorjev napadov marketinga iz zasede ni občutil na lastni koži.This master thesis focuses on ambush marketinga 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