Sports and Entertainment Marketing 1
... Mask Company set up a hospitality tent outside the
Olympics arena. Its goal was to encourage patrons to
view it as an Olympics sponsor even though it had not
paid sponsorship fees. This is an example of
... Sponsorship is a Partnership
• Sponsorship is a partnership with an event,
activity, person, or organization.
• Sponsors give:
– money, products, equipment, services, or any
Ambushed (Sponsorship Guerilla Mktg)
... International Olympic Committee, for example, estimates that sponsorship fees make
up about 40% of total revenue for the Olympic movement, which comprises the IOC,
national Olympic organizations and Olympic committees of the host cities.
Ambush marketing, as it's called, assumes many forms these day ...
SEM 2 2.06 PPT
... Reasons Businesses Use Ambush Marketing
It attracts consumers at
the expense of its
It is cheaper than being
an official sponsor
FIFA World Cup – Ambush Marketing
... Legal Considerations
In order to prevent a devaluation of official sponsorship, FIFA will take action against companies
who are not official sponsors when it believes that
their ad-vertising implies an affiliation with the
Nevertheless, from a Swiss point of view, not any
form of associat ...
... marketing, which could be carried out through
activities such as the use of similar website
names or unauthorised linking or framing to
the official website or to the sponsor’s website.
• Event organisers and sponsors may want to
consider mounting official sponsor awareness
campaigns so that the pu ...
2.06 A/B PPT
... • A brand associates itself with a sport/event
• Used to gain market share
• May sponsor an athlete or team, but not the
• Handing out free apparel or items with the
company name on it
File - Coach Matt James
... • A special event is a one-time or infrequently
occurring event outside normal programs or
activities of the sponsoring or organizing body
• To the customer or guest, a special event is an
opportunity for a leisure, social or cultural
experience outside the normal range of
choices or beyond everyday ...
DIGIgen 2007 - Marketing Institute of Singapore
... DIGIgen 2007: Marketing to the Digital Generation
15th – 16th January 2007
DIGIgen 2007 is the first ever conference in Singapore focusing on the
DIGIgen. Who are the DIGIgen and what are they really about? Be sure
not to miss the boat and attend DIGIgen 2007 to find out all about the
Why would Cheerios sponsor a NASCAR race?
... corporate sponsors “fit” NASCAR in such an obvious way. In the first study to research the
benefits of event sponsorship for brands that don’t seem to fit with a particular event –
forthcoming in the Journal of Consumer Research – researchers from the University of Queensland
(Australia) reveal a re ...
Marketing Sponsorship Student Placement
... Supporting the Marketing Team in booking, designing and tracking advertising for
the Irish FA as required
Creative input into new advertising campaigns
Liaison with external advertising agencies, designers and printers
Assistance with proofreading, copy writing, editing copy and information collecti ...
... Jeremy Kees, Ph.D.
... The Importance of Integrated Marketing
This concept is all about carefully combining and coordinating your marketing efforts to deliver a clear, consistent and
compelling message about your organisation and products/services.
The challenge is ensuring consistency and uniformity across the many media ...
Ambush marketing or ambush advertising is a marketing strategy in which an advertiser ""ambushes"" an event to compete for exposure against competing advertisers. The term ""ambush marketing"" was coined by marketing strategist Jerry Welsh, while he was working as the manager of global marketing efforts for American Express in the 1980s.Most forms of ambush marketing capitalize on the prominence of a major event through marketing campaigns that associate an advertiser with it, but without actually having paid sponsorship fees to the event's organizer to identify themselves as an ""official"" partner or sponsor. An advertiser may engage in ambush marketing in ""indirect"" means—where the advertiser alludes to the imagery and themes of an event without any references to specific trademarks, or in ""direct"" and ""predatory"" means—where the advertiser makes statements in their marketing that mislead consumers into believing they are officially associated with the event (including the fraudulent use of official names and trademarks), or performs marketing activities in and around a venue to dilute the presence of ""official"" sponsors.Ambush marketing is most common in sport; the practice has been a growing concern to the organizers of major sporting events—such as FIFA (FIFA World Cup), the International Olympic Committee, and the National Football League, as certain forms of ambush marketing can devalue the exclusive sponsorship rights that they had sold to other companies, dilute the exposure of official sponsors, and in some cases, can involve the infringement of an organizer's trademarks.In an effort to control ambush marketing, organizers have, in recent years, required the host cities of their major events to enact special laws restricting the use of an event's intellectual property, restrictions on non-sponsors creating unauthorized ""associations"" with an event by referring to certain words and concepts, and the ability to ensure that only authorized advertisers may have marketing presence within a specified radius of the site. Such regulations have attracted controversy for limiting freedom of speech, and for preventing companies from factually promoting themselves in the context of an event.