INTRODUCTION “A form of parasite, feeding off the goodwill and value of the organization, they are trying to deceive the public into believing they support. Like leeches, they suck the lifeblood and goodwill out of the institution.” (Michael Payne, Former Marketing Director, IOC)
Meaning of ambush"an attack from a hidden position"
What is it????advertisers associate themselves with capitalizing on a particular event without paying any sponsorship fee.
Types "Direct" ambush marketing” during the Heineken, UEFA European championships, 2008, Heineken in an effort to ambush Carlsberg’s official sponsorship. "Indirect" ambush marketing” The Open Championship, 2008, Bentley set up a line-up of the Bentley cars outside Hill side Golf club which is adjacent to the Royal Birkdale "Incidental” ambush marketing”Speedo earned a considerable attention from media asresult of success of swimmers wearing LZR racer swimsuits.This portrayed Speedo as official sponsor of the BeijingGames thus creating confusion in the market.
Impacts Increasing cost of sponsorships Transgression on the intellectual property rights
Abided Laws Copyright Law The Emblems and Names (Prevention of Improper Use) Act