Contract to protect his brand from being ambushed

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Reference no: EM131283225

Reference text book: Sports Marketing by Daniel J Bruton

Dave Canin is the digital marketing manager for a major cell phone company. The company has decided to sponsor the NCAA Men's basketball tournament. Dave is currently in negotiation with the NCAA about the terms of the agreement. Because Dave is personally in charge of this expensive deal, he is ultimately responsible for its success or failure. One of his major concerns is digital ambush marketing by his main competitors.

1. What should Dave negotiate into the contract to protect his brand from being ambushed?

2. Do you think that digital ambush marketing can be stopped?

3. If you were a competitor in the cell phone market, what would you do to dispute Dave’s agreement?

Reference no: EM131283225

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