Background. Ambush marketing in sport events has been widely commented among both scientists and practitioners. Nowadays, companies use more and more sophisticated ambush marketing methods in their promotional campaigns in order to gain recognition.

Research aims. The aim of this paper is to create an innovative classification of ambush marketing methods, based on the case study of the 2012 UEFA European Championship and to evaluate the effectiveness of these methods based on the results of a brand recognition survey carried out on a representative sample of the Polish population.

Methodology. In order to identify and provide an innovative classification of ambush marketing methods, monitoring of media coverage (press, Internet, broadcasts) was carried out between April and August 2012.

Key findings. The authors developed a classification of ambush marketing methods based on associations used in promotional campaigns by companies. These associations were divided into two categories: ones that involve various communication means and others that involve various images. The study may contribute to a better understanding of the phenomenon and to design more efficient methods to counter the occurrence of ambush marketing in mega sport events.

Background. Ambush marketing in sport events has been widely commented among both scientists and practitioners. Nowadays, companies use more and more sophisticated ambush marketing methods in their promotional campaigns in order to gain recognition.

Research aims. The aim of this paper is to create an innovative classification of ambush marketing methods, based on the case study of the 2012 UEFA European Championship and to evaluate the effectiveness of these methods based on the results of a brand recognition survey carried out on a representative sample of the Polish population.

Methodology. In order to identify and provide an innovative classification of ambush marketing methods, monitoring of media coverage (press, Internet, broadcasts) was carried out between April and August 2012.

Key findings. The authors developed a classification of ambush marketing methods based on associations used in promotional campaigns by companies. These associations were divided into two categories: ones that involve various communication means and others that involve various images. The study may contribute to a better understanding of the phenomenon and to design more efficient methods to counter the occurrence of ambush marketing in mega sport events.