To prevent ambush marketing occurring in and around the sport stadia themselves, event organisers may negotiate contractual terms obliging stadia owners to take a proactive approach to preventing ambush marketing by fully controlling advertising in the vicinity. This blog originally appeared on the LeonFarrSport Blog. In fact, the term “ambush marketing” landed sixth in the Global Language Monitor’s “Top Words of 2010,” solidifying its reputation as an emerging marketing method. They were also gifted the opportunity to transport the players to the tournament due to landing restrictions on Emirates. In general, it’s very difficult to prevent ambush marketing – especially when you or your sponsor if facing a by-association-campaign. Establishing strong communication channels with the local council and neighbouring landowners at an early stage may have helped prevent the ambush. provided you comply with general principles of advertising and marketing. Not a lot. FIFA should have spotted these red flags and alerted their official partner as soon as possible. So please, if you have any questions about where to draw the line when promoting your business, email me at [email protected] and I’ll be happy to answer them for you. Of course, by then, Paddy Power had gained widespread exposure including spectators and a television audience of millions. However, the Ryder Cup has hitherto been unable to command enough global influence to warrant the passing of specific legislation. The legal position is, as I said before, quite clear. The problem is, if you’re not an official sponsor of the event, doing so could land you in serious financial trouble. While in England there is no law to prevent “ambush marketing” for EURO 2020, there is a Bill before Parliament for the Birmingham Commonwealth Games in 2022. To explain why, let’s look at the two ends of the scale, before we tackle the grey area in the middle. Some people will jump on the bandwagon of some events and get away with it, while someone else tries it once and gets caught. On the other hand, there is no intellectual property in seasonal events, nobody trying to protect them and so everyone is free to celebrate how they choose. The problems of ambush marketing – how can you prevent it? Whatever you choose to do, you need to be respectful of the fact that these big events are someone’s property. Likewise, they won’t own a country so you could use something stereotypical to the location where the event is taking place and try to make some sort of connection in people’s minds. If you used them for your business for any reason, you were told to stop immediately and failure to do so would have resulted in legal action against you. 1 Ambush Marketing, an ongoing practice, hard to prevent! When you look at the amount of work that went into the erection of the sign, it is difficult to see how the event organisers didn't see it coming! Lufthansa was a German airline with a history of sponsoring German football. Primary among the steps necessary to protect against ambush marketing is to ensure that the event organizers have effectively protected, usually via trade mark registration, the principal visual identifiers of the event, from the names and logos to the obligatory mascot and merchandise… Ambush marketing – also known as coat-tail marketing or predatory ambushing – is the practice of hijacking or coopting another advertiser’s campaign to raise awareness of another company or brand, often in the context of event sponsorships. Time to End Ambush Marketing. They’re likely to be protected by trademarks and even if they are not, they will have a strong reputation and will therefore be protected by the laws of passing off. Celtic Manor resort owner Sir Terry Matthews was quoted saying "it's just disgraceful that genuine backers of the event can be usurped in such a fashion". Some organisations will become official sponsors, and others will look to "ambush" the events instead. The main difference between the two ends of the scale is the amount and value of the intellectual property associated with them. This practice is known as “ambush marketing” and it’s often thought of as the battle ground between big brands over big events such as the Olympics or football World Cups. to prevent ambush marketers from com-promising their brand identity and the integ-rity of their sponsors’ brands. Ambush, a form of guerrilla market-ing, is a marketing campaign occur-ring around a public event, typically a major sporting event, and involves cir-cumventing payment of a sponsorship fee. This means that you should steer clear of using the name and logo of the event. As you would expect, you are pretty much free to do whatever you want around Christmas, Easter, Halloween and Valentine’s Day etc.