Ambush marketing is a matter of great controversy in World Cricket. In 2003, the idea of ambush marketing almost destroyed the event. This time, ICC is trying to act tough against ambush marketing. So, the fans have been warned by ICC to avoid ambush marketing.
Radio Jamaica reported:
The regulation is part of the sponsors’ agreement with the International Cricket Council.
With
hosting four warm up matches, six preliminary round games and what is expected to be a glitzy opening ceremony, the Local Organising Committee (LOC) is emphasising that no "ambush" marketing will be tolerated. Jamaica Under what is known as the Clean Venue requirement, all third party branding has been removed from the Greenfield Sport Facility in Trelawny and
Sabina Park in. Kingston LOC Executive Director Robert Bryan has also stressed that the requirement also extends to practise venues.
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“And ambush marketing is all in context…. So you may find somebody in a shirt with a brand on it that is no big deal, but if you find 10 people in consecutive seats in the same [shirt]…then there are issues.”
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Ambush marketing has been a part of major sporting events for decades. Corporations are getting better at it and people are actively seeking how to ambush-proof their campaigns or learn how to ambush the competition. In the Ambush Marketing toolkit, Kim Skildum-Reid talks about both sides of the issue and does a great job of detailing how ambushing works. I would recommend it to anyone interesting in the subject.
Posted by: Bill THornton | October 30, 2007 8:39 AM | Permalink to Comment