Issue 3 draft 2.0
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Transcript of Issue 3 draft 2.0
![Page 1: Issue 3 draft 2.0](https://reader035.fdocuments.us/reader035/viewer/2022062418/555b0016d8b42ae0418b478a/html5/thumbnails/1.jpg)
Ambush Marketing
‘A free ride’
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What is Ambush Marketing ?
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• A promotion tactic designed to associate a product with a particular event without payment being made for an official sponsorship.
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Ambush Marketing
Strategies
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- 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
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Reason to Use
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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.
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Ambushing Examples
‘Remaining 46 days’‘June 11, 2010’
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Who are the Ambushing Brand in WC’10 ?
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Protecting from Ambushing
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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.
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Anti-Ambush Marketing
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