This slide deck includes content on how marketers can embark on real time engagement legally particularly around the year's biggest sporting events.

1. ©2014, HelloWorld® – Confidential
Avoiding the Penalty: Creating Legal
Promotions around Game Day
Presented by:
Paul Hourigan, Counsel, Sports & Entertainment Marketing Partnerships at Coca-Cola
Ira Schlussel, General Counsel, HelloWorld, Inc.

2. Why marketers align with
major sporting events
NOW SPEAKING:
Coca-Cola

3. Why marketers align with
major sporting events
NOW SPEAKING:
Coca-Cola

4. How brands can ambush
it (knowingly or not)
What is Ambush Marketing?
Marketers who attempt to capitalize on events with
large audiences without paying any sponsorship fee.
Tickets as prizes
Case Study
Getting Them to the Game
NOW SPEAKING:
HelloWorld

5. Working with the national
sporting leagues as a marketer
• Licensing/intellectual property
• Sponsorships
• Advertising/veto power
• What it costs
NOW SPEAKING:
Coca-Cola

6. DO’s and DON’Ts of marketing
around sporting events
NOW SPEAKING:
HelloWorld

7. DO’s and DON’Ts of
marketing around
sporting events
• Delaware Lottery Case
• Fantasy Sports
› Are they considered “gambling?”
› Federal statute passed to allow
them UIGA
NOW SPEAKING:
HelloWorld