Ambush Marketing

Ambush marketing is the name given by an event proprietor to any marketing campaign which takes place
around the event but does not involve payment of a sponsorship fee to the event. For most events of any
significance, one brand will pay to become the exclusive and official sponsor of the event in a particular
category or categories, and this exclusivity creates a problem for one or more other brands. Those other
brands then find ways to promote themselves in connection with the same event, without paying the
sponsorship fee (since even if they were willing to do so, they are barred by the existing sponsor's exclusivity)
and without breaking any laws.

Examples of Ambush Marketing:

1984 Olympics; Kodak sponsors TV broadcasts of the games as well as the US track team despite Fujifilm
being the official sponsor.
1988 Summer Olympics; Fujifilm sponsors the games despite Kodak being 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.
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.
2000 Sydney Olympics; Qantas Airlines’ slogan "The Spirit of Australia" sounds strikingly similar to the
games’ slogan "Share the Spirit." despite Ansett Air being the official sponsor.
2002 Boston Marathon; as Adidas-sponsored runners come off the course Nike are treated to spray-painted
messages honoring the day of the race, but not the race itself.
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-exisiting
contracts that they would be in breach of them if they were to accept the ICC's rules.
2006 FIFA World Cup; fans of the Netherlands had to disrobe Bavaria Brewery's leeuwenhosen because
Budweiser was the official beer sponsor.

Reference:
http://en.wikipedia.org/wiki/Ambush_marketing
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