THE POWER OF

AMBUSH MARKETING
Julia Koniewicz
What is ambush marketing?

■ ‘It is the unauthorized association of a business or

organization with the marketing of a particular event-gaining
benefit for the marketing right or licensing fee applicable in
order to be associated with an event, such as sporting event’.
- Jerry Welsh
Features of ambush marketing

Creative and Unexpected Cost-effectiveness

intelligent outcome
 Direct ambush marketing
Types of
ambush
marketing
Indirect ambush marketing
Legal aspects

Ambush marketing may be illegal

There are special laws introduced for major events and Olympic
Games to protect main sponsors

It can cause negative publicity

How it all began
In 1984, Fuji Film won the sponsorship
right for the Los Angeles Olympic
Games. Kodak responded to it by
’ambushing’ Fuji with a well planned
campaign.
NIKE VS REEBOK
BEATS BY DR. DRE
AUDI VS BMW
APPLE AND RONA
Questions

■ Is ambush marketing creative or

unethical?
■ Should ambush marketing be banned?
Quiz time!