World Cup Ambush Marketing
June 18, 2010 by Michael
A group of female Holland fans attending Holland’s opening World Cup football match against Denmark were apparently told to leave at half time after FIFA accused them of “ambush marketing”. Dozens of Holland’s female fans entered the stadium wearing very skimpy orange dresses which just happened to be designed by the Dutch Brewery Bavaria Beer in their brand colours. The dresses were not branded but the women and Bavaria Beer were accused of trying to break the strict sponsorship codes at these kinds of events. Budweiser are an official sponsor and therefore the only beer brand to be allowed to advertise inside the stadium.
Bavaria and Dutch football fans were caught up in a similar storm over ambush marketing in the last World Cup in Germany in 2006. Over a thousand Dutch fans were made to remove Bavaria Beer-branded lederhosen before their team even kicked a ball against opponents Ivory Coast, meaning that many were left watching the game in their underwear.
At events where official sponsorship takes place, there is always the risk that other relevant advertisers who are not sponsors will try to hi-jack the event. Even on a small scale in Bath, mobile poster advertising can be used to target specific events or banners erected in proximity to an event which can associate your brand with a music or sports event without being an official sponsor. There are local print companies in Bath who could help your company try to take advantage of the buzz around a local event, or even a global event such as the World Cup.