Ambush efforts on the non-sponsor

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You the manager of sponsorships for an elite international road running event taking place along the Rideau Canal next spring. Both CIBC (financial institution/bank) and BMO (financial institution/bank) have expressed interested in sponsoring the event. Both companies would expect to have exclusive banking partner rights to the event (i.e., you can only choose one to be the sponsor). As both companies have branches along the race route in commonly used media locations, you anticipate that whichever bank you do not choose to be a sponsor will attempt to ambush the event.

As the manager of sponsorships for the event, what can you do to ensure that the company chosen to be the sponsor receives a benefit from the relationship? What can you do to combat the ambush efforts on the non-sponsor?

Reference no: EM132896726

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