Ambush marketing: Marketing opportunity or business liability? (Blaž Bolcar - Sportelement)
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Transcript of Ambush marketing: Marketing opportunity or business liability? (Blaž Bolcar - Sportelement)
Sportelement Providing sponsorship excellence
AMBUSH MARKETING: Marke4ng opportunity or business liability?
Blaž BOLCAR A+orney Candidate Specializing Sports law
[email protected] TW @bolcarius
Ambush marketing Ambush markeDng: MarkeDng opportunity or business liability?
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Ambush activities - creativity Ambush markeDng: MarkeDng opportunity or business liability?
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Surce: AIP CorporaDon, 2010
Football World Cup 2010 • Sponsor of WC Adidas • Sponsor of NT/
individuals Nike • commercial
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DEFINITION -‐ (Unfair) markeDng pracDce – occurs when a party ((un)intenDonally) claims an associaDon with a sports event, which it does not have and for which it has not paid any money. • Purpose – to capitalize on biggest publicity magnets in sports without paying for
rights • Term -‐ One-‐Dme stunts or Long term campaigns WHAT IS THE TRUE VALUE OF SPONSORSHIP? • It jeopardizes exclusivity ILLIGAL vs. LEGAL • Irrelevant whether (un)intenDonal
Ambush activities
DIRECT ACTIVITIES – intent to associate with an event or property; no rights purchased, no official sponsor • PREDATORY AMBUSHING –
intentionally attacking a rival’s official sponsorship (nike?)
• COATTAIL AMBUSHING – direct association by using a legitimate link other than becoming official sponsor
• PROPERTY INFINGEMENT – the intentional unauthorized use of protected intellectual property
• (web – odeje)
• UNINTENTIONAL/ACCIDENTAL AMBUSH
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Ambush activities
INDIRECT ACTIVITIES – through suggestion or indirect reference • ASSOCIATIVE AMBUSHING – use of
imagery or terminology to create an illusion that sbdy has links to a sporting event/property
• DISTRACTIVE AMBUSHING – setting up a promotional presence at or near an event without making specific reference to event itself
• VALUES AMBUSHING – use of an event’s/property’s central value or theme to imply an association
• SATURATION AMBUSHING – increase of advertising and marketing at the time of event with no reference to the event itself, no associative imagery
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Legal framework
WHO HAS THE RIGHT TO ACT? • Solely the rights owner COURT OF LAW • Code of obligations – Damages must be established, very difficult to prove • Absence of case law
• Compensation for loss of earnings without appropriate SLOVENIAN ADVERTISING CHAMBER – COURT of ADVERTISING • Recognition of bad practices without real impact on ambush activities
CONTRACTUAL PROTECTION/CLAUSES SPECIAL LEGISLATION
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Ambush activities Ambush markeDng: MarkeDng opportunity or business liability?
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Naslov trenutnega poglavja na strani Ambush markeDng: MarkeDng opportunity or business liability?
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Ambush activities - timeframe Ambush markeDng: MarkeDng opportunity or business liability?
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Media Ambush
• Unintentional ambush
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Ambush activities - creativity Ambush markeDng: MarkeDng opportunity or business liability?
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London Summer Olympic Games: • two Dme gold medalist
Mo Farah • sponsor of OG Adidas • sponsor of Mo Farah
Nike
Fighting Ambush Ambush markeDng: MarkeDng opportunity or business liability?
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LEGAL PROCEEDINGS (bendtner; bavaria) • Court of Law • AdverDsing chamber • Market Inspectorate
MARKETING ACTIVITIES • Sponsorship acDvaDon
PR ACTIVITIES • Fame and Shame • EducaDon -‐ Building awareness
Thank you!
Sportelement d.o.o. sports marketing
November 2012