Ambush Marketing

Check out this September 2011 article from Interbrand about Ambush Marketing. I write about ambush marketing, among many sports marketing topics, in my new book The Olympic Games Effect. For Olympic sponsors, especially TOP sponsors (which invest over $80 million for the rights to be an Olympic sponsor, then another 2-3 times that to activate their sponsorship), ambush marketing is a valid, yet hard to manage, concern. For those unfamiliar, ambush marketing occurs when companies try to create an association with the Olympics (or any sports event), even though they are not official sponsors. The effort can undermine the marketing efforts of official sponsors, and serve to confuse consumers as well. We will undoubtedly see an increase in Olympic marketing activity in the months ahead and it will be interesting to discern which are official sponsors versus the ambushers. Stay tuned.

Comments

[Business2buddha.wordpress.com]

Dear Sir, visited your blog after a few month good to touch base and read your blogs.

We used to wonder about Ambush marketing during 2010 FIFA World Cup, now things seem to get even more black and white. However, perhaps creative genius (wizards) of marketing will find another way.

Just a thought can sponsors be more inclusive rather than trying to be exclusive?

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