GROUP

NAME OF GROUP MEMBER

• Bhalani Dhaval .A.
• Khanasiya Hitesh .R.
• Donga Gautam
• Antala Keyur
• Beladiya Paresh
• Navadiya Sanjay .A.
• Moradiya Vishal.B.
• PaghadalMahesh .B.
SPONSORSHI
P
 SPONSORSHIP
• Definition:
“An investment in an
activity in return for access to the
exploitable commercial potential
associated with this activity”.
 ASPECT OF
SPONSORSHIP
1) Public Relation

2) Sales Promotion
 FEATURES OF
SPONSORSHIP
• Very costly

• It requires other promotional

activity
WHAT IS

AMBUSH
WHAT IS AMBUSH
Definition:
MARKETING?
“Ambush marketing is
unauthorized association of
business with the marketing of an
event. i.e. without paying for
marketing rights.”

• Term first coined by marketing

expert Jerry Welsh At American
express .
 WHY
AMBUSH

MARKETING?
 WHY AMBUSH MARKETING
?
• Difficult for marketer to spend for
the high cost.
• E.g. Pepsi paid $22mn to become a
global sponsor of the two world
cup and ICC Tournament.
• Hype environs of mega events.
• E.g. Olympic, FIFA world Cup , ICC
World Cup
 WHY AMBUSH
MARKETING ?
• Sponsor has to spend huge
amount for publicity on T.V, Print
and Outdoor Adv.
• Ambush Marketing is cost
effective.
• Other than sponsor has best
option, Ambush Marketing.
HOW
IT IS
DONE?
 HOW IT IS DONE?
Many way to hijack the credit
of official sponsor and steal the
show

Direct
Indirect
 DIRECT AMBUSH
MARKETING
It is done by,
1. Claiming as official sponsor of
supplier of particular team.
 DIRECT AMBUSH
MARKETING
It is done by,
2. By Authorized used of the
registered event logo on
merchandise.
DIRECT AMBUSH MARKETING
E.g. During 1994 Football
world cup, Master card
had exclusive rights,
but Sprints
Communication rival of
the Master card used
the logo of World Cup
without any permission
and even without
paying a penny of the
sponsorship.
INDIRECT AMBUSH
MARKETING
1. Sponsoring the broadcast of the
event
2. Sponsoring sub categories within the
event.
3. Purchasing Adv. Time around relay
of event sponsored by the
competitors.
4. Making the sponsorship related
contribution to a player’s pool.
5. Engaging in major non-sponsorship
promotions
INDIRECT AMBUSH
MARKETING
1. Sponsoring the broadcast of the
event.
INDIRECT AMBUSH
MARKETING
2. Sponsoring Sub-categories within the
event.
INDIRECT AMBUSH
MARKETING
4.Purchasing advertising time around relays
of the events sponsor by the competitors.
INDIRECT AMBUSH MARKETING
3. Making a sponsorship related contribution
to a player’s pool.
 INDIRECT AMBUSH
MARKETING
5. Engaging in major non-sponsorship
promotions
INDIRECT AMBUSH MARKETING
6. Co-sponsorship
 OTHER
AMBUSHING
STRATEGIES
 OTHER AMBUSHING
1. Using photographs of theSTRATEGIES
place associated
with event
 OTHER AMBUSHING
2. Associating the image of STRATEGIES
progressive
player with the brand .
 OTHER AMBUSHING
STRATEGIES
3. While advertising giving the reference of
sporting event.
OTHER AMBUSHING
STRATEGIES
4. Misleading the consumer using the
marketing techniques.

e.g. offering the tickets of particular

event as prices like
“Britannia Khao World Cup
Jao”
OTHER AMBUSHING
STRATEGIES
5. Distributing the t-shirts, flags which
display brand name
OTHER AMBUSHING
STRATEGIES
6. Creating confusion in mind of audience
booking billboards near the event venues.
ADVANTAGE
S
 ADVANTAGES
• Maximum Return
• Effective In Hampering The
Branding Efforts Of Sponsor
• Save Money
• More Effective
ADVANTAGES
 NEGATIVE
IMPACT OF
AMBUSHING
NEGATIVE IMPACT OF
AMBUSHING
Unhealthy Competitive
Environment
Commercial Value Of The Event
Decreases.
Degrade The Ability Of The
Organizer To Attract Future
Sponsor.
Sponsor Can’t Get The Return He
Expected
NEGATIVE IMPACT OF
AMBUSHING
REMEDIES

AVAILABLE
 REMEDIES
AVAILABLE
• Direct Marketing is against the law
.
• Provision of laws to stop direction
form of ambush marketing.
-Olympic in Insignia Protection Act
1987
-Olympic in Insignia Protection
Amendment Act 1994.
-Sydney 2000 Act.
 REMEDIES
AVAILABLE
Other laws like ,
• Trade Practices Act
• Trade Mark Act
• The Copy Right Act
• The Counterfeit Goods Act
• Merchandise Marks Act
 A VISIONARY
APPROACH
• Sports industry provide great
opportunities for sponsorships.
• So Question arise will sponsors
protected from ambush marketing
in future.
• Commonwealth Games in the year
2010 held in India.
• In India Cricket enjoys maximum
patronage so such laws are
required as early as possible.
STRATEGIES
OF
SPONSORS
 STRATEGIES OF
SPONSORS
• Restricting the rights that players
grant to their individual sponsor.
E.g. 2006 World Cup

• Selling the merchandise of the

event only authorized outlets

• Restricting the ambusher's indirect

and onside activities.
 STRATEGIES OF
SPONSORS
• Letting the people acknowledge
that the activity of ambusher
unofficial and destructive to sports

• Taking the help of government

agencies to protect the intellectual
property in the event.
FUTURE OF AMBUSH
MARKETING
• For the 2011 Rugby World Cup and
the 2015 Cricket World Cup, New
Zealand is planning to enact laws
to combat ambush marketing,
according to former Sports Minister
Trevor Mallard.
CONCLUSION
THANK YOU