Ambush marketing

Dr. J. Andrew ChoiSport Marketing

USF Sport Management

What?

“A company’s 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 competitor’s official association with a sports organization acquired through the payment sponsorship fees”

MORE FIERCE WHEN THE STAKES ARE HIGHEST!

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. Wendy’s 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

History -1992

Arguably, the greatest ambush moment in theOlympic history when MJ( a Nike icon)Covered the Reebok logo withThe American flag…

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 don’t need a visa to travelTo Norway…” (AMEX)

History - 1998

Nike Park built in La Defense(Paris) during the ’98FIFA World Cup in France –A signature Nike move. It’s an interactive soccerTheme park featuring NikeAthletes, products, ads, andFun games…etc.

History - 2002

A bold initiative by a Japanese beerBrand at the 2002 FIFA WC, butIt was effectively terminated uponFIFA’s order. Budweiser was theOfficial beer sponsor with pouringRights inside the stadia.

History - 2006

At the 2006 FIFA WXC in Germany,Luftansa – the German nationalCarrier put this soccer ball wrappingAround the tip of the aircraft – In an attempt to create false Association about the officialAirline of the World Cup (whichWas Emirates).

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?

v=QlBMF1MvAGY&feature=PlayList&p=FB2E838106D61FA9&index=1

Enforcements

• Salt Lake Organizing Committee (SLOC): Education & Mystery shopping

• ‘04 Athens Olympics: No-admission with non-sponsored food, drinks, and apparel.

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 2012…etc.)

Discussion

CREATIVE vs. UNETHICAL??