International Journal of Sport Communication, 2021, 14, 255–279 https://doi.org/10.1123/ijsc.2020-0266 © 2021 Human Kinetics, Inc. ORIGINAL RESEARCH Ambush Marketing Via Social Media: The Case of the Three Most Recent Olympic Games Gashaw Abeza and Jessica R. Braunstein-Minkove Towson University Benoit Séguin University of Ottawa Norm O’Reilly University of Guelph Ari Kim Towson University Yann Abdourazakou California State University Dominguez Hills This study explored the practices and strategies of ambush marketing via social media (SM) during the 2014 Sochi, 2016 Rio, and 2018 PyeongChang Olympic Games. An observational netnography method was adopted to investigate direct industry competitors’ (of the Olympic sponsors) use of SM for the purpose of ambush marketing during the 2014, 2016, and 2018 Games. Data were gathered from the official Twitter accounts of 15 direct industry competitors over the three most recent Games. Despite a series of SM guidelines released by IOC for the 2014, 2016, and 2018 Games, the findings showed that the practice of ambush marketing via SM was evident during each of the Games. Direct industry competitors were found employing four specific ambush strategies, namely, associative, values, coattail, and property infringement. Theoretical and practical implications, as well as an impetus for future research, are suggested. Keywords: ambush strategy, direct industry competitors, market communality, Olympic marketing, TOP The Olympic Games, dubbed the pinnacle of megaevents (O’Reilly, Pound, Burton, Séguin, & Brunette, 2015), generate worldwide public interest, receive Abeza, Braunstein-Minkove, and Kim are with the Dept. of Kinesiology, Sport Management, Towson University, Towson, MD, USA. Séguin is with the School of Human Kinetics, Faculty of Health Sciences, University of Ottawa, Ottawa, ON, Canada. O’Reilly is with the College of Business and Economics, University of Guelph, Guelph, ON, Canada. Abdourazakou is with the Dept. of Manage- ment and Marketing, California State University Dominguez Hills, Carson, CA, USA. Abeza (gabeza@ towson.edu) is corresponding author. 255 Unauthenticated | Downloaded 08/09/21 01:31 PM UTC