Ambush marketing
Dr. J. Andrew Choi
Sport 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 the
Olympic history when MJ
( a Nike icon)
Covered the Reebok logo with
The 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 travel
To Norway…” (AMEX)
History - 1998
Nike Park built in La Defense
(Paris) during the ’98
FIFA World Cup in France –
A signature Nike move.
It’s an interactive soccer
Theme park featuring Nike
Athletes, products, ads, and
Fun games…etc.
History - 2002
A bold initiative by a Japanese beer
Brand at the 2002 FIFA WC, but
It was effectively terminated upon
FIFA’s order. Budweiser was the
Official beer sponsor with pouring
Rights inside the stadia.
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).
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&featu
re=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??