Sponsoring and ambush marketing during Euro 2016 football games
Jarosław Kończak
Pełny tekst artykułuThe article is a description of some forms of communication around Euro 2016 focusing mainly on the transmission of advertising, both in Poland and in selected European countries. Author shown the most common grounds on which base campaigns both sponsors and other brands which are near the ambush marketing. In article were also some issue of sponsorship, functions and its increasing importance as a form of promotion. It also presents the major categories of market players during Euro 2016 and their marketing rights.
KEYWORDS
sponsorship, Euro 2016, ambush marketing, communication, advertising, football