Ambush marketing Dr. J. Andrew Choi Sport Marketing USF Sport Management

What? “A company’s attempt to capitalize on the goodwill, reputation, and popularity of a particular event by creating an association without the authorization or consent of the necessary parties.” “Direct efforts of one party to weaken or attack a competitor’s official association with a sports organization acquired through the payment sponsorship fees” MORE FIERCE WHEN THE STAKES ARE HIGHEST!

How? Buying commercial time prior to and during event broadcasts (Ex. Amex ’92 and ’94 Winter Olympics) Sponsoring the broadcasts of events rather than directly sponsoring the event. (Ex. Wendy’s on ABC at ’88 Calgary) Sponsoring individual teams and athletes (Ex. Pepsi and Magic in ’92 Barcelona) Using sport event tickets in consumer giveaways, sweepstakes, or contests

History Arguably, the greatest ambush moment in the Olympic history when MJ ( a Nike icon) Covered the Reebok logo with The American flag…

History Amex vs. VISA over two Winter Olympics got into cat-fight of sort: “The Olympics only take VISA…” (VISA – the official sponsor) vs. “You don’t need a visa to travel To Norway…” (AMEX)

History Nike Park built in La Defense (Paris) during the ’98 FIFA World Cup in France – A signature Nike move. It’s an interactive soccer Theme park featuring Nike Athletes, products, ads, and Fun games…etc.

History A bold initiative by a Japanese beer Brand at the 2002 FIFA WC, but It was effectively terminated upon FIFA’s order. Budweiser was the Official beer sponsor with pouring Rights inside the stadia.

History At the 2006 FIFA WXC in Germany, Luftansa – the German national Carrier put this soccer ball wrapping Around the tip of the aircraft – In an attempt to create false Association about the official Airline of the World Cup (which Was Emirates).

Guerilla marketing “ An unconventional system of promotions on a very low budget, by relying on time, energy and imagination instead of big marketing budgets.” (Levinson, 1984) Please watch this video!!! ure=PlayList&p=FB2E838106D61FA9&index=1

Enforcements Salt Lake Organizing Committee (SLOC): Education & Mystery shopping ‘04 Athens Olympics: No-admission with non-sponsored food, drinks, and apparel.

Legal aspects NOT illegal “Likelihood of confusion” does not apply 1994 court ruling on Mastercard vs. Sprint on the use of “World Cup 94” demonstrates willingness to protect sponsorship contracts London Olympics Bill: To protect the integrity of London Olympic sponsorships - First rights on nearly all major city boards at the time of the games - Proposed protection of certain words (games, medals, gold, silver, bronze, 2012, sponsor, summer, London 2012…etc.)

Discussion CREATIVE vs. UNETHICAL??