Ambush marketing is a marketing strategy in which a company associates itself with a high-profile event without paying for official sponsorship. This can be done in several ways, including sponsoring rival events or athletes, holding marketing events during the actual event, or even dressing employees and customers in clothes that resemble those of official sponsors. Ambush marketing is often used to take advantage of the publicity surrounding major sporting events, such as the Olympics or the World Cup.
One famous example of ambush marketing occurred during the 1998 FIFA World Cup in France, when Dutch brewer Bavaria staged a stunt in which its female employees wore short skirts bearing the company’s logo into the stadium. This resulted in their ejection from the game, but not before they had received a great deal of media attention. Bavaria was not an official sponsor of the World Cup, but its marketing stunt helped to raise awareness of its brand.
Another example occurred during the 2010 FIFA World Cup in South Africa, when Japanese company Toshiba ran a series of ads that featured football (soccer) players who had been injured during the tournament. The ads were designed to capitalize on the attention surrounding the World Cup, and although Toshiba was not an official sponsor, the company’s marketing campaign was considered successful.
Ambush marketing can be controversial, as it often disregards rules and regulations surrounding official sponsorships. In some cases, it can also lead to legal action from companies that have paid for exclusive rights to a particular event. Despite these potential drawbacks, ambush marketing can be an effective way for companies to achieve their marketing goals.