Research Importance:
This research is very important for sponsors and sponsees as well, as protecting sponsorship rights is of major importance for both parties to insure effective investment in sponsorship contracts without any harm for the benefits of either parties from a third party; namely the ambushers. .
On the other hand, it is very important to identify the existence of this phenomenon in the Egyptian sports sponsorship market due to its harmful effects. In addition, it is very important to see if there are any legal penalties against ambushers and restitutions for sponsorship rights’ holders to compensate their revenues being lost due to ambushing.
Aim:
The current research aims to identify and analyze ambush marketing in Egypt from the perspective of sponsors and sponsees.
Research Questions:
To achieve the research aim, the research poses the following four questions:
1. What sponsors and sponsees know about ambush marketing in general?
2. What sponsors and sponsees know about legal aspects of ambush marketing?
3. What sponsors and sponsees know about the harms of ambush marketing?
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