2. Introduction
• A promotion tactic designed to associate a company ,product,
or service with a particular event ,or to attract the attention of
people attending the event ,with out payment being made for
an official sponsorship
3. !!What is ambush marketing?
• It is an aerial of advertising
• Well planned effort
• Used commonly at world wide spoting organization
• Trading of the good will be without being an official sponsor.
• Also called parasitic marketing
4. History of ambush marketing
• The first noticed moment- 1992 Olympic history
– MJ (a Nike icon) Covered the Reebok logo with The American flag
• Amex vs. VISA, Winter Olympics
“The Olympics only takes VISA”(VISA – the official sponsor) vs.
– “You don’t need a visa to travel to Norway” from AMEX
5. • Japanese KIRIN beer Brand at the 2002 FIFA WC took on
Budweiser
• 2006 FIFA WC in Germany,
– Lufthansa –put a soccer ball on nose of its aircrafts to ambush Emirates
6. Famous "ambush marketing"
1984 Summer Olympics; Kodak sponsors TV broadcasts of
the games as well as the US track team even though Fujifilm is
the official sponsor
1992 Summer Olympics in Barcelona; Nike sponsors press
conferences with the US basketball team despite Reebok being
the official sponsor. During ceremonies, the players covered
their Reebok logos.
1994 Winter Olympics; American Express sponsors the games
despite Visa being the official sponsor.
7. 1996 Atlanta Olympics; sprinter Linford Christie wore contact
lenses embossed with the Puma AG logo at the press
conference preceding the 100 metres final, despite Reebok
being the official sponsor
8. 1996 Cricket World Cup; Pepsi ran a series of advertisements
titled "Nothing official about it" targeting the official sponsor
Coca Cola.
1998 World Cup; Nike sponsored a number of teams
competing in the Cup despite Adidas being the official
sponsor.
9. 2003 Cricket World Cup; Indian players threatened to strike
over concerns that the anti-ambush marketing rules were too
strict. Of particular concern was the length of time before and
after the cup that players were not allowed to endorse a rival to
one of the official sponsors.
Players argued that if they had pre-existing contracts that they
would be in breach of them if they were to accept the ICC's
rules.
10. How it starts
Sponsorship
Event
Publicity
Advertising
Competitors
11. How to go about Ambush Marketing ?
• Establishing Marketing objective
• Establishing Promotional strategy
• Selection of an event
• Why an event
• Willingness to spend
• Implementing
Implementing
13. Countering Ambush Marketing
• Control media advertising
• Control placement of hoardings and booths
• Stop the players from promoting the ambushers brand
• Action
• Anti-Ambush campaigns
14. Essential things for successful Ambush
Marketing campaign
Share an event’s publicity using creative marketing Strategy
Catch your competitors unaware
Direct and intentional efforts of one company to outshine a
competitor’s official association with a an event
Not necessarily an illegal act(Don’t play against the law-play
with it)
Rope in the players
Capture media time
15. Advantages of ambush marketing
• Advantage of a major event to increase brand awareness while
not spending the money to be a sponsor
• When there is an increase in competition the prices go down
16. Disadvantages of Ambush Marketing
• It decreases commercial value of the event
• It creates unhealthy competitive environment
• It may adversely effect the funding of the event as it will be
beneficial for the company to be an ambusher.
18. "Direct" ambush marketing
• “ A brand works aggressively to associate itself with an event
or property, when that brand has not purchased rights as the
official sponsor”
19. Types of direct ambush marketing
• Predatory" ambushing: Intentional false claims to official
sponsorship
Example:
• Heineken-UEFA European Championships, 2008.
• Carlsberg’s was the official sponsor
20. • Coattail" ambushing:
The attempt by a brand to directly associate itself with a property
• Example:
• Nike- Beijing Summer Olympics, 2008.
• Liu Xiang’s injur
21. Ambushing via trademark/likeness infringement:
The intentional unauthorized use of protected intellectual
property
• Example:
• Polish magazine -explicitly featuring the words ‘Euro 2008’
22. Indirect" ambush marketing
Ambushing by association: Use of imagery or terminology to
create illusions of a link between the organization and event
Example:
• 2003 – ICC World Cup in South Africa
Philips (non sponsor)
24. Ambushing "by distraction:
• Promotional presence at or near the event without specific
reference to the event itself
• Example:
• The open championship 2008: Lexus & Bentley
25. Insurgent ambushing:
The use of surprise street-style
promotions (blitz marketing) at
an event or near
• Eg : French open – Roland
Garros 2008
26. Parallel property" ambushing:
• The creation or sponsorship of an event or property that bears
qualitative similarity
• Example: The human race- Nike – 24 cities across the world
28. Saturation" ambushing
• Increase their broadcast-media advertising and marketing at
the time of an event but make no reference to the event
29. Impact of ambush marketing
Positve impact
• Create brand awareness
• Easy way of recognizing the brands.
• Low cost marketing for ambusher.
30. Negative impact
• Unhealthy competitive environment.
• Decrease in commercial value of the event
• Degrades the abiliy of organiser to attract future sponsor.
31. Protective measures
• ASA,(78) protects Olympic,words,mark,motto
• Vertical and horizontal creep
• In India section 9(2) of trade marks act,1999 ,give protection
to Olympic name and emblem
• Now before submitting candidate for hosting such an
event,prosperctive country has to submit intended protection
measures
33. conclusion
• Impossible to completely stop ambush marketing.
• Event is hit most with the ambush marketing
• The ambushed cannot be compensated.
• Proper legislation should come for the protection of the official
sponsor .
