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It might be over for England in the World Cup, but for CIBS at Coventry University (Centre for the International Business of Sport); it’s still as frantic as ever and will continue to be busy long after the winners have lifted up the trophy.

Professor Simon Chadwick and his team have contributed to 1000s of news articles about all aspects of the World Cup from the economic impact the competition will have on the host country to the emergence of "ambush" marketing campaigns.

Professor Chadwick said:

“In marketing jargon, an "ambush" is where a rival company to an official sponsor connects itself to the competition without having paid a sponsorship fee.

“Around 43.5 billion dollars was spent by advertisers globally last year on what they thought were exclusive rights to events, so ambush campaigns can be very annoying.

"There is considerable debate as to whether or not official event sponsorship is the most effective way to increase sales and what has been happening appears to be fundamentally about creativity versus convention."

Professor Simon Chadwick, founder and Director of CIBS, believes that the World Cup is one of the globe’s most important competitions for sport business researchers:

“The tournament represents a major opportunity for CIBS to further develop its research activities. Not only is it one of the most important events in the sporting calendar, but it also brings many sport business and sport management issues into sharp focus. As such, observing, analysing and reporting on South Africa 2010 will help us to better understand many of the most important emerging phenomena in sport.

“At CIBS, we will be taking a wide-ranging view of the tournament as we examine several of the most important aspects of the World Cup, while personally I will be closely monitoring various aspects of marketing, branding, commercial strategy, event management and security.”

Professor Chadwick is a well-respected expert in sports marketing and his opinion and comments have been sought throughout the tournament by newspapers and broadcasters across the globe.

His interviews have been used in publications in Sweden, the US, South Africa, France, Spain and even the Himalayan Times!

“It certainly is a hectic time for CIBS and the team is working flat out on various projects including some for the next big event, the 2012 Olympics” added Professor Chadwick

Today, the Daily Telegraph has published a 'Business of the 2012 Olympic Games' special supplement, in which CIBS makes an appearance.

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For further information, contact Ali Bushnell, External Press and Media Relations Officer on 024 7688 8245.