At the Barcelona Olympics in 1992, Nike-sponsored Michael Jordan, covered up the Reebok logo on his official US team kit with the US flag at the medal ceremony.Some famous examples of historic ambush marketing All of FIFA, UEFA, The All England Lawn Tennis Club, World Rugby and, of course, the IOC, now have ‘anti-ambush marketing’ policies and strategies in place in order to reassure their sponsors that their investment in their events will be protected. Many major sporting events have come to realise the risk of ambush marketing. It has become increasingly sophisticated, creative and audacious in recent years but, whilst some regard it as ‘stealing’ or ‘thievery’, ambush marketing can be difficult to prevent. “Ambush marketing occurs when one product brand pays to become a sponsor of a large-scale event (usually a sporting event) and a competing brand cleverly connects itself with the same event without paying the sponsorship fee.” This damages the investment of genuine sponsors.”Įven the UK Intellectual Property Office has defined ambush marketing: As a result, the business gains from the goodwill and public excitement around the event for free. “Ambush marketing describes a business’ attempts to attach itself to a major sports event without paying sponsorship fees. “A planned attempt by a third party to associate directly or indirectly with the Olympic Games to gain the recognition and benefits with being an Olympic partner …Ambush marketing is equated to cheating and causes damage to the Olympic Movement by devaluing the Olympic brand.”īack in 2012, the London Olympic Delivery Authority (LOCOG) said that: This gives these opportunistic brands a snippet of the benefits of being associated with a major event for a fraction of the price. What is ambush marketing?Īmbush marketing, also variously known as ‘guerrilla’, ‘parasitic’ or ‘coattail’ marketing, is when a brand or company exploits the goodwill and publicity value of an event or any given occasion or situation in order to unfairly gain publicity or marketing benefits despite having no financial or official sponsorship involvement. Whilst this article focuses on the Tokyo Olympics, the same comments and principles will essentially apply equally to the Tokyo Paralympics. All you have to do is to click here and submit your correction.In the year of the Tokyo 2020 Summer Olympic Games (yes, it is still Tokyo 2020 and not Tokyo 2021), we take a look at the subject of ‘ambush marketing’ and what the International Olympic Committee (IOC) and the Tokyo Organising Committee of the Olympic Games (TOCOG) can do to prevent brand owners from stealing the limelight from legitimate sponsors.
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