Ambush Marketing, FIFA World Cup 2014
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:
Samsung Gives England's World Cup Squad Galaxy phones. While there doesn't seem to be an official phone sponsor for the World Cup, there is a social networking/media deal with Sony. Samsung has been on the other side of this game as the official phone sponsor for the Sochi Olympic games where they required the athletes to cover up any trademarks on a phone that were not Samsung.
Here's a link to how brands can create social networking marketing strategies around the World Cup, or other events. Be mindful that your actions may constitute prohibited ambush marking.
How about being the official sponsor of Brazil ... that is a tongue-in-cheek sponsorship of former international footballer and Talksport radio presenter Alan Brazil.
FIFI asked Twitter to block improper and unauthorized uses of the World Cup logo.
Take a look at the letter from FIFA to the teams regarding the official stance on using the FIFA and World Cup trademarks.
Might official sponsors need their own ambush strategies in place? News reports of potential unrest and violence surrounding the World Cup have all the brands creating real-time marketing to address varied scenarios.
Hyundai v Volkswagen; Beats and more - another update on trademarks, brands and the World cup.
