Nicholas Burton
Associate Professor
Sport Management
Brock University
Canada
Biography
Dr. Burton’s research is focused on the nature and strategy of ambush marketing within the sport marketing industry in order to better understand the managerial implications for sport sponsors and partnership relations. His other areas of interest include: sponsorship management and strategy; commercial rights management; athlete branding and celebrity endorsements; international sport business; sport marketing management; consumer behaviour; event marketing.
Research Interest
Sponsorship management; Ambush marketing; Brand strategy; International sport business
Publications
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Burton, N., Gorse, S. & Chadwick, S. (2012). Building an Entrepreneurial Sports Empire: The Case of Red Bull. In Ciletti, D. & Chadwick, S. (Eds.), Sports Entrepreneurship: Theory and Practice (pp. 15 – 26). Morgantown, West Virginia: Fitness Information Technology.
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Burton, N., Chadwick, S. & Bradish, C. (2015). Ambush Marketing in Sports. In Chadwick, S., Chavanat, N. & Desbordes, M. (Eds.), Routledge Handbook of Sports Marketing (pp. 180-194). New York: Routledge/Taylor & Francis.
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Burton, N., Chadwick, S. & Bradish, C. (2016). Ambush Marketing in Sport. In Nielsen, K., Storm, R. & Wagner, U. (Eds.), When Sport Meets Business (pp. 108-119). London: Sage Publications.
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Burton, N., McKelvey, S. & Snyder, K. (In press). The evolution of media reporting of ambush marketing. Sport Marketing Quarterly.
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Burton, N. & Chadwick, S. (2017). Ambush marketing is dead, long live ambush marketing – a re-definition and typology of an increasingly prevalent phenomenon. Journal of Advertising Research.
