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Ambush Marketing
‘A free ride’
What is Ambush
Marketing ?
• A promotion tactic
designed to associate a
product with a particular
event without payment
being made for an official
sp...
Ambush
Marketing
Strategies
- Sponsor the Broadcast,
Subcategories of the Event
- Purchasing Advertising
Time Around Relays of the
Competitor’s Event....
Reason to Use
Fighting Program
To avoid the cost of paying
expensive sponsorship
fees while gaining the
benefits of associating with
a s...
Ambushing
Examples
‘Remaining 46 days’
‘June 11, 2010’
Who are the Ambushing
Brand in WC’10 ?
Protecting from
Ambushing
The official sponsor
should;
- Focus on effectively exploiting and
leveraging its purchased
association with the sports pr...
Anti-Ambush Marketing
Issue 3 draft 2.0
Issue 3 draft 2.0
Issue 3 draft 2.0
Issue 3 draft 2.0
Issue 3 draft 2.0
Issue 3 draft 2.0
Issue 3 draft 2.0
Issue 3 draft 2.0
Issue 3 draft 2.0
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Issue 3 draft 2.0

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Ambush Marketing

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Issue 3 draft 2.0

  1. 1. Ambush Marketing ‘A free ride’
  2. 2. What is Ambush Marketing ?
  3. 3. • A promotion tactic designed to associate a product with a particular event without payment being made for an official sponsorship.
  4. 4. Ambush Marketing Strategies
  5. 5. - Sponsor the Broadcast, Subcategories of the Event - Purchasing Advertising Time Around Relays of the Competitor’s Event. - Engage in Major Non- sponsorship Promotions - Pourage Agreements - Corporate Hospitality and Ticketing
  6. 6. Reason to Use
  7. 7. Fighting Program To avoid the cost of paying expensive sponsorship fees while gaining the benefits of associating with a sports property at the expense of the sponsor.
  8. 8. Ambushing Examples ‘Remaining 46 days’ ‘June 11, 2010’
  9. 9. Who are the Ambushing Brand in WC’10 ?
  10. 10. Protecting from Ambushing
  11. 11. The official sponsor should; - Focus on effectively exploiting and leveraging its purchased association with the sports property. - Sponsoring both the event and the broadcast. - There should be detailed sponsorships contracts & the special laws to protect main sponsors. - To introduce anti-ambush marketing campaigns.
  12. 12. Anti-Ambush Marketing

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