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HelloWorld: Avoiding the Penalty

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

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HelloWorld: Avoiding the Penalty

  1. 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. 2. Why marketers align with major sporting events NOW SPEAKING: Coca-Cola
  3. 3. Why marketers align with major sporting events NOW SPEAKING: Coca-Cola
  4. 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. 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. 6. DO’s and DON’Ts of marketing around sporting events NOW SPEAKING: HelloWorld
  7. 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

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