Ambush Marketing - Debate
AMBUSH MARKETING – A DEBATE
How can official sponsors of sporting events prevent competitors from using the event for marketing purpose?
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Introduction
Malaysia with its big ambition has finally immerge as the first country in the South East Asia to have a Formula 1 track, second in Asia, after Japan. First the Worldcup, next the Olympic and Formula 1 is currently the third most watched live sporting event in the world. In fact, Formula 1 brings in much needed revenues to the countries. The most recent development has brought about the US for the Formula 1 races, and they has completed renovating the Bridgestone tracks to comply with the strict Formula 1 standards. Most important of all, the circuit brings in racing fans from all around the world as the sports are a part of tourist attraction in the country. Tourism has always contributed a large amount of Malaysia’s revenue and has brought much of the foreign exchange.
Proposed in 1994, Sepang International F1 circuit (SIC), is part of the Kuala Lumpur International Airport (KLIA) project. SIC is just not any ordinary racetrack, instead, it is a racing track with a veritable forest, complete with a peat swamp wetland botanical garden, a lake for water sports as well as orchards. The total built up area of the circuit is about 260ha, which started out in September 1997 and it was completed in 15 months later. The circuit has costed SIC RM286 million and was constructed by a German company Tilke Engineering, who did the A-1-ring circuit in Australia.
This SIC circuit is the only in the world has double frontage grandstand, which is nearly a kilometre long. The grandstand is capable of accommodating 30,000 spectators while its natural hillstand could accommodate 100,000 spectators. The fine design of the circuit has enable the visibility of the whole track up to 60 per cent for a spectators and this can only mean more involvement and
How can official sponsors of sporting events prevent competitors from using the event for marketing purpose?
________________________________________________________________________
Introduction
Malaysia with its big ambition has finally immerge as the first country in the South East Asia to have a Formula 1 track, second in Asia, after Japan. First the Worldcup, next the Olympic and Formula 1 is currently the third most watched live sporting event in the world. In fact, Formula 1 brings in much needed revenues to the countries. The most recent development has brought about the US for the Formula 1 races, and they has completed renovating the Bridgestone tracks to comply with the strict Formula 1 standards. Most important of all, the circuit brings in racing fans from all around the world as the sports are a part of tourist attraction in the country. Tourism has always contributed a large amount of Malaysia’s revenue and has brought much of the foreign exchange.
Proposed in 1994, Sepang International F1 circuit (SIC), is part of the Kuala Lumpur International Airport (KLIA) project. SIC is just not any ordinary racetrack, instead, it is a racing track with a veritable forest, complete with a peat swamp wetland botanical garden, a lake for water sports as well as orchards. The total built up area of the circuit is about 260ha, which started out in September 1997 and it was completed in 15 months later. The circuit has costed SIC RM286 million and was constructed by a German company Tilke Engineering, who did the A-1-ring circuit in Australia.
This SIC circuit is the only in the world has double frontage grandstand, which is nearly a kilometre long. The grandstand is capable of accommodating 30,000 spectators while its natural hillstand could accommodate 100,000 spectators. The fine design of the circuit has enable the visibility of the whole track up to 60 per cent for a spectators and this can only mean more involvement and