Authorities Prepare to Battle 'Ambush Marketing' for World Cup
Doreen Carvajal writes in The International Herald Tribune:
Lufthansa's advertisements feature athletes, planes and a soccer ball and a swoosh of a logo, LH2006, to promote its brand along with an invitation to share the passion with Germany's soccer airline.More here.
This might lead baffled passengers to believe that Lufthansa is a World Cup sponsor. Think again.
In fact, it is Emirates Airlines, based in Dubai, that has paid millions of euros for the rights to sponsor Germany's World Cup to burnish its corporate profile.
That kind of confusion is leading to the emergence of fierce clashes over freedom of expression and commercial rights of wealthy multinational corporate sponsors at global sporting events like cricket competitions, World Cup soccer matches and the Olympics.
posted by Fergie @ 5/03/2006 10:28:00 AM
1 Comments:
I became interested in ambush marketing after I read about how different corporations ambush each other at major events like the Olympics. At first, I was surprised that major companies would be so cutthroat and openly devious without the public being aware of what went on behind the scenes. After reading The Ambush Marketing Toolkit by Kim Skildum-Reid, I realized it happens so much that it�s nearly an art form.
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