The FIFA World Cup 2014 – Ambush Marketing and the Law
13 June 2014
Alex Kelham has recently had her article "The FIFA World Cup 2014 - Ambush Marketing and the Law" published on TFM&A Insights website.
Alex Kelham has recently had her article "The FIFA World Cup 2014 - Ambush Marketing and the Law" published on TFM&A Insights website.
This briefily covers the three types of ambush marketing and some recent examples:
- Ambush by association, where a non-sponsor seeks to associate non-sponsor seeks to associate itself with an event, team or player without authorisation;
- Ambush by intrusion, where a non-sponsor gains access to an event to gain prominent brand exposure;
- Opportunistic ambush/advertising, which reacts and refers to topical events.
You can read the full post on the TFM&A Insights website.
You can also get a more detailed look at ambush marketing and the law in the context of the World Cup in our recent inbrief.