Ambush marketing in sport – characteristics of combating the phenomenon

Rzeszowski Jakub. Ambush marketing in sport – characteristics of combating the phenomenon. Journal of Education, Health and Sport. 2018;8(9):504-517 eISNN 2391-8306. DOI http://dx.doi.org/10.5281/zenodo.1407480 http://ojs.ukw.edu.pl/index.php/johs/article/view/5894 https://pbn.nauka.gov.pl/sedno-webapp/works/875417 The journal has had 7 points in Ministry of Science and Higher Education parametric evaluation. Part b item 1223 (26/01/2017). 1223 Journal of Education, Health and Sport eissn 2391-8306 7 © The Authors 2018; This article is published with open access at Licensee Open Journal Systems of Kazimierz Wielki University in Bydgoszcz, Poland Open Access. This article is distributed under the terms of the Creative Commons Attribution Noncommercial License which permits any noncommercial use, distribution, and reproduction in any medium, provided the original author (s) and source are credited. This is an open access article licensed under the terms of the Creative Commons Attribution Non commercial license Share alike. (http://creativecommons.org/licenses/by-nc-sa/4.0/) which permits unrestricted, non commercial use, distribution and reproduction in any medium, provided the work is properly cited. The authors declare that there is no conflict of interests regarding the publication of this paper. Received: 02.08.2018. Revised: 18.08.2018. Accepted: 1.09.2018. Ambush marketing in sport – characteristics of combating the phenomenon Jakub Rzeszowski Nicolaus Copernicus University in Toruń jakubrzeszowski@gmail.com Abstract In the article, the author has characterized the phenomenon of ambush marketing by describing its immense diversity. Reasons and the practical status of this phenomenon have also been indicated. Subsequently, attention has been drawn to provisions of the Polish law that may turn out helpful, but insufficient, when it comes to combating practices of ambush marketing. In the summary, the author states that the Polish law system still hasn’t decided to pass a special act to regulate this issue despite some past opportunities to do so. Keywords: ambush marketing, sports, international sports even