1. Lesson 8.4 – Ambush Marketing Copyright © 2014 by Sports Career Consulting, LLC

2. "Ambush marketing is a transparent attempt to cash in on the passion of our fans" - NFL spokesman Brian McCarthy LESSON 8.4 Sponsorship & Endorsements Copyright © 2014 by Sports Career Consulting, LLC

3. Ambush Marketing LESSON 8.4 Sponsorship & Endorsements Ambush marketing occurs when one brand pays to become an official sponsor of an event and other competing brands attempt to connect itself with the same event, without paying direct sponsorship fees Copyright © 2014 by Sports Career Consulting, LLC

4. Ambush Marketing  It is a legal tactic  Often referred to as “guerilla” marketing  Has proven to be very successful  Presents many challenges for those hosting the event  Results in the perception that companies are affiliated with an event when they actually are not  Allows for penetration into events in which a competitor may have exclusivity rights LESSON 8.4 Sponsorship & Endorsements Copyright © 2014 by Sports Career Consulting, LLC

5. When Does Ambush Marketing Occur? Ambush Marketing  Super Bowl  Olympic Games  FIFA Soccer World Cup  Boston Marathon  Tour de France LESSON 8.4 Sponsorship & Endorsements Copyright © 2014 by Sports Career Consulting, LLC

6. Notable Sports Marketing Ambushes Ambush Marketing 1992 Olympics Michael Jordan (sponsored by Nike), covered the Reebok logo on his apparel with the American flag during the gold medal ceremonies LESSON 8.4 Sponsorship & Endorsements Copyright © 2014 by Sports Career Consulting, LLC

7. Ambush Marketing 2000 Olympics Adidas 'thorpedoed' Nike at the 2000 Sydney Olympics. Nike was the official clothing supplier while Adidas sponsored the swimming super-hero, Ian Thorpe. At the medal presentation, Thorpe “accidentally” draped his Adidas towel over the Nike logo on his official team tracksuit. Thus Nike was nowhere in the famous photograph that was seen by millions of people in Australia and all over the world. LESSON 8.4 Sponsorship & Endorsements Copyright © 2014 by Sports Career Consulting, LLC Notable Sports Marketing Ambushes

8. Ambush Marketing 2002 Boston Marathon As Adidas-sponsored runners crossed the finish line under full coverage of cameras, they were treated to spray painted Nike 'swooshes' honoring the day of the event without mentioning the race itself LESSON 8.4 Sponsorship & Endorsements Copyright © 2014 by Sports Career Consulting, LLC Notable Sports Marketing Ambushes

9. Ambush Marketing 2002 Boston Marathon More than 300 college students sporting Reebok-branded tattoos on their foreheads were seeded into the crowd along the Marathon route. Reebok-endorsed “office linebacker” Terry Tate (featured in prominent Reebok television spots) led the charge along the running route. The ambush was effective, with Reebok forming a sea of red (via more than 2,500 consumers turned into walking billboards) along the route and creating its own “unofficial” sponsorship of the Marathon, much to the chagrin of Adidas. LESSON 8.4 Sponsorship & Endorsements Copyright © 2014 by Sports Career Consulting, LLC Notable Sports Marketing Ambushes

10. Ambush Marketing 2006 FIFA World Cup Hundreds of Dutch fans had to watch their team's 2-1 win over the Ivory Coast in their underwear at the 2006 World Cup in Germany after security at entry points to the stadium caught wind of an ambush marketing ploy LESSON 8.4 Sponsorship & Endorsements Copyright © 2014 by Sports Career Consulting, LLC Notable Sports Marketing Ambushes

11. Ambush Marketing 2006 FIFA World Cup The fans arrived at the game wearing orange lederhosen displaying the name of Dutch brewery Bavaria and were ordered to remove them by stewards before being allowed to stadium. LESSON 8.4 Sponsorship & Endorsements Copyright © 2014 by Sports Career Consulting, LLC Notable Sports Marketing Ambushes

12. Ambush Marketing 2006 FIFA World Cup Anheuser Busch's Budweiser was the official beer for the tournament and FIFA has a reputation for fiercely protecting its sponsors from brands which are not event or organization partners LESSON 8.4 Sponsorship & Endorsements Copyright © 2014 by Sports Career Consulting, LLC Notable Sports Marketing Ambushes

13. Ambush Marketing 2008 Olympic Games Chinese sportswear maker Li Ning signed an agreement with Olympic Sports Channel, affiliated with State-owned China Central Television (CCTV). LESSON 8.4 Sponsorship & Endorsements Copyright © 2014 by Sports Career Consulting, LLC Notable Sports Marketing Ambushes

14. Ambush Marketing 2008 Olympic Games Under the deal, journalists, presenters and guests appearing in the studio would wear Ling Ning's clothes with visible logo throughout the Olympic coverage, despite adidas’ presence as official sponsor of the Games. LESSON 8.4 Sponsorship & Endorsements Copyright © 2014 by Sports Career Consulting, LLC Notable Sports Marketing Ambushes

15. Ambush marketing tactics Ambush Marketing  Sponsorship of sub-categories in an event  Sponsorship of the broadcast of the event  Purchasing advertisements at a competitor’s event  Engaging in non-sponsorship promotions that coincide with the event LESSON 8.4 Sponsorship & Endorsements Copyright © 2014 by Sports Career Consulting, LLC

16. Ambush Marketing In the 1984 Olympic Games, Kodak sponsored the TV broadcast of the games as the USA track team’s sponsor despite Fuji being the official sponsor of the games LESSON 8.4 Sponsorship & Endorsements Copyright © 2014 by Sports Career Consulting, LLC Sponsorship of the broadcast of the event

17. Ambush Marketing In 2012, a British company (Virgin Media whose interests include airlines and broadband service) launched a multimillion dollar ad campaign featuring Jamaican gold medal winner Usain Bolt sporting a silver goatee identical to that of company founder Richard Branson. The campaign was promoting Virgin's "super fast" broadband service, despite the fact that BT was the official broadband partner of the 2013 Olympic Games. LESSON 8.4 Sponsorship & Endorsements Copyright © 2014 by Sports Career Consulting, LLC Sponsorship of the broadcast of the event

18. Purchasing advertisements at a competitor’s event Ambush Marketing For the 1996 Atlanta Olympics, Nike went to the extreme of purchasing all the outdoor poster sites in Atlanta in an effort to ambush Adidas, the official sponsor of the 1996 Games LESSON 8.4 Sponsorship & Endorsements Copyright © 2014 by Sports Career Consulting, LLC

19. Engage in non-sponsorship promotions that coincide with the event Ambush Marketing LESSON 8.4 Sponsorship & Endorsements Copyright © 2014 by Sports Career Consulting, LLC During broadcasts of the 2014 FIFA World Cup matches, Volkswagen aired commercials showing fans dressed in their country colors singing the traditional soccer chant “Olé, Olé, Olé” on their way to a soccer stadium while Hyundai spent millions as the official partner of FIFA World Cup Brazil.

20. Ambush Marketing LESSON 8.4 Sponsorship & Endorsements Copyright © 2014 by Sports Career Consulting, LLC Engage in non-sponsorship promotions that coincide with the event According to ad-age.com, Coca-Cola stole Pepsi's thunder during the 2014 Oscars when Coke’s logos appeared on three pizza boxes delivered to host Ellen DeGeneres during a skit during the broadcast, despite the fact the Pepsi had just taken over the sponsorship rights as the exclusive soft- drink sponsor of the Academy Awards on ABC.

21. Create visibility without “official” affiliation with an event in non-traditional ways Ambush Marketing Geico once paid several lower-ranked men's and women's tennis players up to $5,000 to wear "ambush advertising patches during high-visibility matches" at Wimbledon. Because lower ranked players earn only minimal wages, many were willing to slap the Geico logo on their uniform, in part to help pay for travel expenses. LESSON 8.4 Sponsorship & Endorsements Copyright © 2014 by Sports Career Consulting, LLC

22. Social media now affords guerilla marketers with another channel for which to deploy ambush tactics, like Hormel’s “Sir Can A Lot” video posted on YouTube, tying the Spam brand to the “madness of March” despite the fact that Hormel was in no way financially supporting or sponsoring the eventSir Can A Lotmadness of March LESSON 8.4 Sponsorship & Endorsements Copyright © 2014 by Sports Career Consulting, LLC Ambush Marketing

23. Is Ambush Marketing an Effective Strategy? Ambush Marketing Ambush marketing has proven to be particularly successful in the shoe and apparel market. The official footwear and apparel of the NBA is Adidas. However, many of their competitors have individual NBA stars contracted to promote their respective brands (it should be noted that Adidas has several individual players under contract as well, such as Derrick Rose, John Wall, Dwight Howard, and this year’s number one NBA draft pick, Andrew Wiggins).Andrew Wiggins LESSON 8.4 Sponsorship & Endorsements Copyright © 2014 by Sports Career Consulting, LLC

24. Is Ambush Marketing an Effective Strategy? Ambush Marketing LESSON 8.4 Sponsorship & Endorsements Copyright © 2014 by Sports Career Consulting, LLC The brand most recognized by consumers according to a as a partner of the 2014 Winter Olympics in Sochi was Red Bull according to Global Language Monitor (a company that tracks brand perceptions), yet the brand was in no way affiliated as an official Olympics sponsor.brand most recognized

26. VIDEO: http://sports.yahoo.com/blogs/nba-ball-dont-lie/blake-griffin- endorser-turns-irony-sincerity-video-123522018.htmlhttp://sports.yahoo.com/blogs/nba-ball-dont-lie/blake-griffin- endorser-turns-irony-sincerity-video-123522018.html

29. In 2009, Wade decided to part ways with Converse and signed a new deal with Jordan Brand (Nike is the parent company to both shoe brands) and in 2013, Wade signed with Chinese footwear brand, Li Ning Wade signed with Chinese footwear brand, Li Ning

31. How does Ambush Marketing Affect the Hosting Organization? Ambush Marketing Ambush marketing threatens the ability to sell event sponsorships, ultimately cutting into profitability The Sydney Organizing Committee for the Olympic Games (SOCOG) had a staff of 60 individuals with legal backgrounds to protect themselves against ambush marketing LESSON 8.4 Sponsorship & Endorsements Copyright © 2014 by Sports Career Consulting, LLC

32. How do companies and/or governing bodies combat ambush marketing? Ambush Marketing By early 2013, FIFA had already taken action against 100 ambush marketers as a means for letting those considering ambush tactics that the practice would not be permitted leading up to the 2014 World Cup in Brazil (at which time they had already inked deals with more than 20 official partners, generating more than $1.4 billion in sponsorship revenue) LESSON 8.4 Sponsorship & Endorsements Copyright © 2014 by Sports Career Consulting, LLC

33. How do companies and/or governing bodies combat ambush marketing? Ambush Marketing LESSON 8.4 Sponsorship & Endorsements Copyright © 2014 by Sports Career Consulting, LLC Just prior to the start of the 2014 World Cup, FIFA banned players from wearing any headphones that did not feature the Sony name while at the tournament because Sony was an official tournament sponsor (according to Reuters, Sony sent every player a free pair of headphones to wear).FIFA banned playersReuters

34. How do companies and/or governing bodies combat ambush marketing? Ambush Marketing Click here to learn more about how FIFA attempted to thwart ambush attempts in Brazilhere LESSON 8.4 Sponsorship & Endorsements Copyright © 2014 by Sports Career Consulting, LLC

35. Ambush Marketing LESSON 8.4 Sponsorship & Endorsements Copyright © 2014 by Sports Career Consulting, LLC How do companies combat ambush marketing? Following the tournament, Global Language Monitor published an “Ambush Marketing Rankings World Cup 2014” study, polling consumers to determine which brands were recognized as partners of the 2014 World CupAmbush Marketing Rankings World Cup 2014 According to the study, Beats was a clear cut winner as the most successful ambusher even though FIFA banned players from using the brand at the tournament.

36. Ambush Marketing LESSON 8.4 Sponsorship & Endorsements Copyright © 2014 by Sports Career Consulting, LLC How do companies combat ambush marketing? Johnson & Johnson (owner of brands like Tylenol, Listerine, Band-Aid and Rogaine) was crushed by Procter & Gamble (Scope, Gillette, Pepto- Bismol and Vicks), scoring five times higher in the brand recognition scorecard among health care product brands.

37. Blank Slide Available for Teacher Edits LESSON 8.4 Sponsorship & Endorsements Copyright © 2014 by Sports Career Consulting, LLC

38. Sponsorship & Endorsements 1) Illustrate the concept of ambush marketing Ambush marketing occurs when one brand pays to become an official sponsor of an event and other competing brands attempt to connect with the same event, without paying direct sponsorship fees. It is a legal strategy used frequently when the event is on a grand stage, such as the Super Bowl or Olympic Games. Copyright © 2014 by Sports Career Consulting, LLC LESSON 8.4 REVIEW (ANSWERS)