Ambush marketing

1
Ambush marketing

• Dr. J. Andrew Choi
• Sport Marketing
• USF Sport Management

2
What?

• A companys attempt to capitalize on the
  goodwill, reputation, and popularity of a
  particular event by creating an association
  without the authorization or consent of the
  necessary parties.
• Direct efforts of one party to weaken or attack
  a competitors official association with a sports
  organization acquired through the payment
  sponsorship fees
• MORE FIERCE WHEN THE STAKES ARE HIGHEST!

3
How?

• Buying commercial time prior to and during event
  broadcasts (Ex. Amex 92 and 94 Winter Olympics)
• Sponsoring the broadcasts of events rather than
  directly sponsoring the event. (Ex. Wendys on
  ABC at 88 Calgary)
• Sponsoring individual teams and athletes (Ex.
  Pepsi and Magic in 92 Barcelona)
• Using sport event tickets in consumer giveaways,
  sweepstakes, or contests

4
History -1992
Arguably, the greatest ambush moment in
the Olympic history when MJ ( a Nike
icon) Covered the Reebok logo with The American
flag
5
History - 1994
Amex vs. VISA over two Winter Olympics got into
cat-fight of sort The Olympics only take
VISA (VISA the official sponsor) vs. You
dont need a visa to travel To Norway (AMEX)
6
History - 1998
Nike Park built in La Defense (Paris) during the
98 FIFA World Cup in France A signature Nike
move. Its an interactive soccer Theme park
featuring Nike Athletes, products, ads, and Fun
gamesetc.
7
History - 2002
A bold initiative by a Japanese beer Brand at the
2002 FIFA WC, but It was effectively terminated
upon FIFAs order. Budweiser was the Official
beer sponsor with pouring Rights inside the
stadia.
8
History - 2006
At the 2006 FIFA WXC in Germany, Luftansa the
German national Carrier put this soccer ball
wrapping Around the tip of the aircraft In an
attempt to create false Association about the
official Airline of the World Cup (which Was
Emirates).
9
Guerilla marketing

• An unconventional system of promotions on a
  very low budget, by relying on time, energy and
  imagination instead of big marketing budgets.
• (Levinson, 1984)
• Please watch this video!!!
• http//youtube.com/watch?vQlBMF1MvAGYfeaturePla
  yListpFB2E838106D61FA9index1

10
Enforcements

• Salt Lake Organizing Committee (SLOC) Education
  Mystery shopping
• 04 Athens Olympics No-admission with
  non-sponsored food, drinks, and apparel.

11
Legal aspects

• NOT illegal
• Likelihood of confusion does not apply
• 1994 court ruling on Mastercard vs. Sprint on
  the use of World Cup 94 demonstrates
  willingness to protect sponsorship contracts
• London Olympics Bill To protect the integrity of
  London Olympic sponsorships
• - First rights on nearly all major city boards
  at the time of the games
• - Proposed protection of certain words (games,
  medals, gold, silver, bronze, 2012, sponsor,
  summer , London 2012etc.)

12
Discussion

• CREATIVE vs. UNETHICAL??