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In the 1984 Los Angeles Olympic Games where Converse was an official sponsor, Nike built huge murals near the Los Angeles Coliseum displaying the Nike logo and several athletes wearing Nike sporting clothes.
Reebok was one of the official sponsors of the Barcelona Olympic Games in 1992. When the US basketball Dream Team went up to the podium to receive their gold medal, two of its most famous players, Michael Jordan and Charles Barkley, who had lucrative sponsor contracts with Nike, covered the Reebok logo of their tracksuits with the US flag.
In the Atlanta 1996 Olympic Games, Reebok was also an official sponsor. They were not pleased when at a press conference the British 100 metres runner Linford Christie appeared wearing blue contact lenses with the highly recognisable Puma logo in white in the centre of each lens. The Puma logo lenses received world wide coverage and was front page of most international newspapers.
In the same games Nike handed out to the crowds paper flags bearing Nike's logo. The TV cameras captured the crowds waving the Nike flags to the despair of the official sponsors
It can be defined as an attempt by an organization to benefit from the goodwill or popularity of a particular event by creating an association between itself and the event, without permission from the relevant organization and without paying the fees to become an official sponsor.
The question of brands and sponsorships arises.
Highly relevant in the world of sports marketing.
Is it illegal, or is it unethical, or is it smart advertising?
purchase advertising time on television before, during and after an event;
erecting billboards near the event;
using planes to fly their banners overhead or handing out free merchandise, like caps or T-shirts, at or near the event so that spectators who are picked up by television cameras become walking billboards;
Any of these techniques might be combined with the use of imagery or words in advertising ;
giving away free tickets to the event as prizes in an advertising campaign;
sponsoring individual teams or athletes instead of the event itself;
even sponsoring the city where the event is held, etc.
Ambush marketing a punishable offence in South Africa.
publication or display of false or misleading statements or ads implying a contractual or other connection with a sponsored event or its sponsor is prohibited.
Protection extended to any event that is held in public, of a sporting or entertainment nature, which will be likely to attract consumers’ attention and which are financed by commercial sponsorship.
At the 2003 ICC Cricket World Cup, two schoolteachers took a group of students to a match at the Maritzburg Oval. Because Pepsi was the event’s official sponsor, the children with Cokes in their lunch boxes were barred entry until they peeled off the Coca-Cola labels and scraped off the logos from all the bottle tops and lids. This was in addition to hundreds of cease and desist letters sent to competitors.