ambush marketing

Top 2014 Entertainment, Trademark & Copyright Law Blog Posts

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Ambush Marketing, FIFA World Cup 2014

Image copyright Dirk Vorderstrabe CC 2.0

Image copyright Dirk Vorderstrabe CC 2.0

Updated 7/11/14 -

FIFA banned players from wearing Beats in World Cup stadiums and official media events, distributing headphones made by official sponsor Sony instead.

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Ambush marketing is the act of a product or service trying to attach itself to a big event without being an official sponsor of the event -- and without paying the big bucks of sponsorship. While VISA® "Is Everywhere," some brands only shine during their moments of ambush.  As consumers we expect a certain quality of product from the official sponsors.  The official sponsors invest a lot of money, energy and time in hopefully delivering a quality product or service.

Here's a round up of stories on brands, trademarks and potential ambush marketing in Brazil during the FIFA World Cup 2014:




Ambush Marketing - Sochi Olympics 2014

Ambush marketing, the act of a product or service trying to attach itself to a big event without being an official sponsor of the event, is alive and well surrounding the Sochi Olympic Games.

Here's a round-up of news stories worth a read:

American Apparel Strikes Marketing Gold - The company released a line of "Principle 6" clothing which includes a variation of language from the Olympic Charter.

Any form of discrimination with regard to a country or a person on grounds of race, religion, politics, gender or otherwise is incompatible with belonging to the Olympic Movement.

The Canadian Olympic Committee thinks a LaBatt beer commercial featuring a large Budweiser blimp designed to look like a hockey goal light, along with scenes of fans in Moscow, is a little too close.  While Budweiser has an affiliation with the US Olympic Committee, LaBatt Brewing Company is not a sponsor for the Canadian Olympic Team.

And, more from the Canadians, they Canadian Olympic Committee sued outerwear/cold weather brand NORTH FACE for launching a line of clothing in Red/White featuring the maple leaf and referring to the clothing line as the "international collection" ready for "village wear."

Samsung, an official sponsor of the Sochi Games, gave the athletes a Galaxy Note 3. But, there was another "note" included in the gift bag saying cover up logos on any other phone you might be using.  Samsung, like the other 10 official sponsors of the Winter Games, does not want their competitors' trademarks on display.

Ambush Marketing London 2012 & McDonald's Exclusive Right to French Fries

Here's a look at more press on Ambush Marketing surrounding the 2012 Olympic Games: Australia's Olympic Committee, enforcing a 30 day ban on none approved ads, required the industry lobby group, Australian Mining - This Is Our Story, to pull a television and online ad featuring the 10-time world champion and Olympic gold and silver medalist Ann Meares.  Meares, unaware of the launch of the campaign, appears in the video in cycling gear branded with her sponsor BHP Billiton's logo as she talks about her campaign to win gold in London.

Meares has also been required to remove a TOSHIBA logo from her racing clothes.  And the Australian Olympic Committee is actively monitoring consumer electronic companies for any engagements in ambush marketing.

While not ambush marketing,

McDonald's has the exclusive right to serve French Fries at the Games

, unless of course its "fish and chips."   Maybe a cleaver ambush marketing team could show up dressed in french fry or "chips" costumes to an event?  Or, what if folks decided to not order any fries at McDonald's?  Could McDonald's exclusive rights back-fire?

Read more from Part 1

on Ambush Marketing.

Ambush Marketing & Social Networking at London Olympics 2012 Part 1

Every great sporting event brings out ambush marketers.  From the Super Bowl to the World Series to the Olympics, brands jockey for news coverage and exposure.  Ambush marketing is the act of a product or service trying to attach itself to a big event without being an official sponsor of the event -- and without paying the big bucks of sponsorship. While VISA® "Is Everywhere," some brands only shine during their moments of ambush.  As consumers we expect a certain quality of product from the official sponsors.  The official sponsors invest a lot of money, energy and time in hopefully delivering a quality product or service.

Here's a round-up of articles on ambush marketing popping up a few weeks prior to the 2012 Games:

  • Bloggers at the London games have been warned that "Participants and other accredited persons are not permitted to promote any brand, product or service within a posting, blog or tweet or otherwise on any social media platforms or on any websites," the IOC said.