Ambush Marketing Presented by Ankit Gupta Ankit Tyagi
AMBUSH MARKETING ‘ It is the unauthorized association of a business or organization with the marketing of a particular event-gaining benefit for the marketing right or licensing fee applicable in order to be associated with an event, such as sporting event’. - Jerry Welsh
1996 Atlanta Olympics - Saving the US$ 50 million that an official sponsorship would have cost, Nike plastered the city in billboards, handed out swoosh banners to wave at the competitions and erected an enormous Nike center overlooking the stadium.
A December 2001 study found that, from a list of 45 likely sponsors of the 2002 World Cup, 20 percent of those polled picked Nike.
Only official sponsors would be allowed to use video clippings from any world cup matches.
Only official sponsors would be allowed to use the World Cup logo and use the event in their marketing campaigns.
A ‘cooling off period’ was introduced, which restricted players from endorsing brands other than those of official sponsors for a period of over 100 days (a 60-day period: 30 days before the tournament starts and 30 days after the tournament).