Biz-Community (2003). Ambush Marketing Bowled Out of WorldCup. www.biz-community.com/Article/196/48/1477, 24 January (accessed 28 March 2003).

Brown, A. (2003). World Cup Chief Gets Shirty Over Ads. www.theage.com.au/text/articles/2003/01/27/1043534003082 28 January (accessed 28March 2003).

Christie, J. (2002). New meaning to bottom feeders. The Globe andMail. 23 January. www.sportsethicsinstitute.org/sports_marketing_ethics (accessed 28 March 2003).

Graham, S., Neirotti, L and Goldblatt, J. (2001). The Ultimate Guideto Sports Marketing, 2nd edition. New York, McGraw-Hill, Chapter 8.

Grey, A. and Skildum-Reid, K. (1999). The Sponsorship SeekersToolkit. Roseville, McGraw-Hill, Chapter 6. HPWomen sChallenge (2003).

HP Women s Challenge sponsors. www.womenschallenge.com/sponsors.asp (accessed 19 March 2003).

Hancock, S. (2003). www.redmandarin.com/viewambush (accessed 28 March 2003).

Henry, A. (1999). Would you pay 5 m for this space? TheGuardian. 10 November. Guardian Newspapers.

Jobber, D. (1998). Principals and Practice of Marketing,2nd edition. London, McGraw-Hill, p. 174.

Kolah, A. (1999). Maximizing the Value of SportsSponsorship. London, Financial Times Media.

Lachowetz, T., McDonald, M., Sutton, W and Hedrick, D. (2003). Corporate sales activities andthe retention of sponsors in the NBA. Sport Marketing Quarterly. 12(1), 18 26. Fitness Information Technology Inc.

Lainson, S. (1997). www.onlinesports.com/sportstrust/sports13 (accessed 10 October 2002).

Lee, M., Sandler, D and Shani, D. (1997). Attitudinal Constructstowards Sponsorship, in International Marketing Review. Vol. 14. No. 3. MCB UniversityPress, pp.159 169.

Levitt, T. (1960). Marketing myopia. Harvard BusinessReview. 38(July/August), 45 56. Marketing Business(2004). January, 2004. Chartered Institute of Marketing.

Masterman, G. (2004). Astrategic approach for the use of sponsorship in the events industry:in search of a return...