The restructuring of sponsorship rights and the implementation of exclusivity was indeed an overwhelming financial success with a surplus of more than US$250 million in sponsorship revenues, making it the first Olympics to be funded entirely privately. The Los Angeles Olympic Games saw a complete overhaul of the sponsorship structure in order to increase private funding of the event. 1984 Los Angeles Olympic Games – Kodak (Actual sponsor: Fuji) The Origins of Ambush Marketingĭuring the 1976 Montreal Olympics, there were 628 official sponsors, which meant the dilution of the Olympic brand: smaller impact for, and awareness of, official sponsors. The upcoming Sochi Olympics will tell us if ambushing boundaries will be pushed once more. Has this morally disputable practice been diminishing due to the increasing legal protection granted to property and its sponsors (which is the case with the Olympics)? Somewhat, but the ambushers are finding even more creative ways to do so within the boundaries of the law. Others involves promotion using a theme similar to the event’s or even sponsoring a similar event to create confusion. The most notorious involves buying media during air-time of an event, or around it, with out-of-home advertising. There are many different sponsorship ambush tactics. Ambush tactics are used when a non-sponsor tries to associate itself with an event by using communication techniques that will lead consumers to believe the company acts as an official sponsor.
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