n Without Prejudice - Ambushed by a ticket? : intellectual property / marketing law
|Article Title||Ambushed by a ticket? : intellectual property / marketing law|
|© Publisher:||JetBlue Publishers (Pty) Ltd|
|Author||Gail Schimmel and Clifford Green|
|Publication Date||Jun 2008|
|Pages||17 - 18|
Ambush marketing is a multi-legged creature. It occurs whenever a marketer attempts to use an event to promote his brand without incurring the usual sponsorship costs. It can happen when a marketer implies that it is the sponsor of an event, without having paid the rather hefty fees that official sponsors pay. It can also happen when a marketer uses the event as a marketing opportunity - for example, if it places advertising around the stadium or refers to the event in advertising without actually saying that it is a sponsor.
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