Example Of Ambush Marketing Essay

Ambush Marketing is one of the most debated and controversial topics in the marketing arena. A clear definition as to what exactly constitutes the “Ambush” factor in marketing is still under discussion across various forums around the world. It is most commonly described as a scenario where, a company or a brand makes a false association with a major event where it is not the official sponsor. Primarily done to gain publicity for the brand, without expending a large proportion of the budget involved in securing official rights for the sponsorship, this publicity gimmick is often termed as “Ambush” marketing because of the nature of the strategy used.

Ambush marketing typically happens in major events like Olympics,FIFA world cup, ICC Cricket world
–Here the association of words, symbols, countries linking to Olympics –such as “Olympian, olympus, gold, silver, bronze ” is reserved only for the official sponsors. The Sydney Olympics in 2000 were the first to be protected by legislation aimed at preventing non-sponsor companies from using phrases like “Sydney Games” or “ Australia”

Bavaria’s Brewery – 2010 FIFA world cup: A group of 36 models, hired by the Bavarian Brewery company were jailed for pulling an ambush marketing stunt in the stadium triggered by Bavarian beer where Budweiser was the official sponsor. The 36 models who wore orange colored t-shirts, were sent out of the stadium by FIFA authorities

— Non sponsor companies give their company shirts and products to a group of fans in the stadium to gain attention.In Athens, during 2004, spectators who were eating or drinking products of non-sponsors were prevented from entering the