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A deliberate attempt by an organization to associate itself with an event (often a sporting event) in order to gain some of the benefits

associated with being an official sponsor without incurring the costs of sponsorship.

1984 Olympics;

1994 Winter Olympics;

1996 Atlanta Olympics;

1998 FIFA World Cup;

2006 FIFA World Cup;

In 1996, Coke paid a fortune for the official sponsor of the World Cup. Rival Pepsi promptly launched a massive advertising blitz, based on the catch-line (Not Official) The Pepsi campaign captured public imagination & Coke being the official sponsor, lost out.

For 2011 Rugby World Cup & 2015 Cricket World Cup, New Zealand to combat ambush marketing (Sports Minister Trevor Mallard). The London Olympic Games and Paralympic Games Act 2006-provisions to restrict ambush advertising at 2012 Summer Olympics

Ambush marketing can arise in the following tangential actions:

Placement of competitive advertising on Mediafirst break on TV or cover of the event magazine. Organize contests to send consumers to the event. Sponsoring contestants (Teams or individual participants)

Placement of hoarding or booths at strategic locations during the event. Promotional items using the mascots/ Logos of the events. Commercial time on TV shows or specials during or before the event.

Escalating (almost prohibitive) prices Distressing imagery of sports & scandals Increasing marketing competition Clutter in sponsorship

Non sponsors & ambushers gain by intrusion activities advertising their marks, goods and/or services to massive audiences, potentially attacking new markets or commercial segments. Also benefit from association of the public or the teams and sportsmen participating.

Coca Cola launched its C2 refreshment by sponsoring 8 cars-Pepsi 400 at Daytona Speedway. Inside, Pepsi signs but outside, Coca Cola placed stands and banners. Olympic games, Nike handed the public at the venues entrance, paper flags with Nike logo, captured by the TV cameras in despair of Reebok(the official sponsor).

Organizers always promise and sponsors expect to have : unique publicity and/or promotional possibilities grant of exclusivity to official sponsors is a must official events marks, logos, symbols and other forms of official designations.

Trademark registrations ad hoc legislations-European Sponsorship Association (ESA). Intellectual Property (IP) protection Placing ads in the media Sending letters to the competitors Sponsoring the transmissions of the event etc

Ambush Marketing - A marketing strategy occupying consumer mind space for an event. Not an attempt to take advantage of sponsored properties without paying the associated fees.

The marketing decision is about whether sponsorship is really commercially viable. It is the natural result of healthy competition & has the long-range effect of making sponsored properties more valuable

By, Apeksha Sheth - 57 Esha Parekh - 41 Rushil Grover - 25 Neha Arora - 9