The management process of ambush marketing in sport: a case study analysis based on the 2024 UEFA EURO

Purpose Ambush marketing (AM) research predominantly focuses on the perspectives of consumers, sponsors and event organizers, but the perspective of the ambusher has remained largely underexplored. This study addresses this gap by systematically reconstructing the management process of AM in sport from the ambusher's perspective. Design/methodology/approach The study applies a qualitative, explanatory single-case study approach focusing on a campaign at the 2024 UEFA EURO. Data collection was conducted sequentially through semi-structured in-depth interviews and was complemented by media content analysis. Findings The results highlight both parallels and key distinctions in the individual phases of the management process of sport sponsorship. The key distinctions comprise the predominance of situational and campaign-oriented planning over multi-year strategies, the deliberate creation of strong associations with the target object and the early involvement of legal counsel. Research limitations/implications The specific characteristics of the researched case study hinder an unreflective transfer of the findings to other contexts. At the same time, the study offers valuable knowledge for potential ambushers to manage AM effectively. Originality/value This article introduces a systematically derived management process for AM that helps potential ambushers to make more informed decisions on AM and to enhance marketing performance, while also providing scholars a conceptual basis for further academic exploration.