BY: DEEPAK M.COM.

, SEM II GROUP B

A planned effort (campaign) by an organization to associate itself indirectly with an event in order to gain at least some of the recognition and benefits that are associated with being an official sponsor.

A companys attempt to capitalize on the goodwill, reputation, and popularity of a particular event by creating an association without the authorization or consent of the necessary parties. MORE FIERCE WHEN THE STAKES ARE HIGHEST!

Buying commercial time prior to and during event broadcasts (Ex. Amex 92 and 94 Winter Olympics) Sponsoring the broadcasts of events rather than directly sponsoring the event. (Ex. Wendys on ABC at 88 Calgary) Sponsoring individual teams and athletes (Ex. Pepsi and Magic in 92 Barcelona) Using sport event tickets in consumer giveaways, sweepstakes, or contests

Arguably, the greatest ambush moment in the Olympic history when MJ ( a Nike icon) Covered the Reebok logo with The American flag

Amex vs. VISA over two Winter Olympics got into cat-fight of sort: The Olympics only take VISA (VISA the official sponsor) vs. You dont need a visa to travel To Norway (AMEX)

Nike Park built in La Defense (Paris) during the 98 FIFA World Cup in France A signature Nike move. Its an interactive soccer Theme park featuring Nike Athletes, products, ads, and Fun gamesetc.

A bold initiative by a Japanese beer Brand at the 2002 FIFA WC, but It was effectively terminated upon FIFAs order. Budweiser was the Official beer sponsor with pouring Rights inside the stadia.

At the 2006 FIFA WXC in Germany, Luftansa the German national Carrier put this soccer ball wrapping Around the tip of the aircraft In an attempt to create false Association about the official Airline of the World Cup (which Was Emirates).

In October 2011, Samsung ambushed the Australian launch of the iPhone 4S by setting up pop-up store near Sydney's Apple Store; where it sold its flagship Galaxy S II smartphone to the first 10 people in line daily at a discount price of $2 AUD.

During a game at the 2006 FIFA World Cup, fans were asked to remove "Leeuwenhosen" colored in the orange of the Netherlands national football team, distributed and branded by Bavaria Brewery because the brewery was not an official sponsor of the event (Budweiser was the official beer sponsor).

Increasing cost of sponsorships: The increasing cost of sponsorships has also increased sponsor's emphasis on return-oninvestment. Limitation to freedom of expression: Specific regulations (and or laws) demanded by sponsors to guarantee their exclusive rights limit the freedom of expression of visitors to events (e.g. those who have been given free goods by the ambush marketeer).

Responsibility of event organizers to develop programs that will enhance and protect sponsors.

Consumers must be educated about the meaning of official sponsor.

This is the responsibility of both the sponsor and the sponsee.

NOT illegal Likelihood of confusion does not apply London Olympics Bill: To protect the integrity of London Olympic sponsorships - First rights on nearly all major city boards at the time of the games - Proposed protection of certain words (games, medals, gold, silver, bronze, 2012, sponsor, summer , London 2012etc.)