As the rules of the game change, companies must do more to recognize the various forms of ambushing. With a clearer understanding, organizers and sponsors stand a much better chance of protecting their investment. With this in mind, we propose the following updated breakdown of ambushing, including its strategies and the threats to sponsors, rights-holders and event organizers.
Check out Business Insight's new piece on ambush marketing by Professor Simon Chadwick and I, our most recent work on ambush marketing here at CIBS...
Ambushed! Sponsors pay a lot to link their brands to sporting events. Then there are those who get those links for nothing.
The article highlights a new typology of ambush marketing, and a new way of looking at and understanding the methods and strategies employed by ambush marketers. With the Vancouver Games fast approaching, and the 2010 FIFA World Cup just around the corner, it should be interesting to see what new strategies may emerge, and which tactics take the most prominent roles in 2010...
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