Issue 3 draft 2.0

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 sponsorship.

Ambush Marketing

Strategies

- 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

Reason to Use

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.

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 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.

Anti-Ambush Marketing