Sunday, September 24

The marketing of ambushes in sport

Some brands seek to take advantage of official sponsors to promote their products.

There is a war in the sports business. On the one hand, there are sponsors who pay millions of dollars for their brands to benefit from the publicity generated by certain events and teams. On the other hand, there is a growing number of companies that get the spotlight without paying, sometimes breaking the rules.

That’s pretty nasty stuff for companies that spent some $43.5bn last year for what they thought were exclusive sponsorship rights to teams, leagues and events around the world.

It also upsets the organization selling the rights, as it hurts their ability to charge high fees. A spokesman for the International Olympic Committee estimated that sponsorship fees make up 40% of the total income of the Olympic sector.

Today, ambush marketing, as it is known, takes many forms.

Originally, it described an attempt by a brand to associate itself with a team or event without buying the rights to do so, in order to draw attention away from a rival who paid to be the title sponsor.

In one of the best-known examples, American Express ran television ads in 1992 featuring images of Barcelona, ​​Spain, the site of the Olympics that year, with a message that read “You don’t need a visa” to visit Spain. Visa, an official sponsor of the Olympics, complained. Amex maintained that the ads did not refer to the Games.

But as the popularity of nba중계 as an advertising platform has grown (sports-related marketing spending has reached nearly $100 billion a year, by some estimates), so have ambush attempts. As a result, the definition of what constitutes ambush advertising must change.

Today, more and more companies are trying to link their brands to the biggest advertising magnets in the world of sports without paying royalties. And they do it with all kinds of strategy.

For their part, sports organizations are doing more to protect their investments and those of their sponsors. The International Olympic Committee, for example, now requires TV companies with broadcast rights to the Games to first offer advertising available during broadcasts to sponsors, who can then buy or reject it.

Overall, however, efforts to prevent ambushes continue to meet with limited success,

As attacker tactics continue to multiply, As the rules of the game change, companies must do more to recognize the various modes of ambush in order to better protect their investment. With this in mind, The Wall Street Journal listed the following:


Direct Attack – This is when a brand intentionally tries to appear to be associated with an event or property without paying royalties and without being an official sponsor. Some companies choose this option to attack their rivals; others do it to take advantage of the large audience generated by the event or team.

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