advantages of the event without even paying for the
interests. Not only should the company plan
rights and Adidas lost a great deal of benefits and
efficiently in sponsoring an event but it should also
money because of this.
take every care in noting down the competitors move
These kinds of activities increase the work and the
in and around the event. You cannot even afford to
responsibilities of the International Olympics
ignore your smallest competitor because if you are
Committee (IOC) by many folds. Not only do they
an international firm, there is a large chance that you
have to lure the companies to sponsor the event but
might be ambushed by a local company. What
they also have to make sure that the companies get
makes matters worse is that once ambushed you are
as much benefits as they expect out of the event
stranded in a lone island. The ambushed company
sponsorship. Not only do they have to come up with
over-reacting to an ambush can look like bullies.
marketing strategies to give them maximum
They might hurt the sentiments of the people of the
exposure but they also have to be on their heels to
country. This might do them more harm than doing
protect them from ambush attempts from their
any actual good.
competitors. What makes their task more
Frequently, the most debated issue is whether or not
challenging is the fact that the sponsors are
is ambush marketing ethical. Different marketing
generally ambushed by the competitor who is least
professionals look at these issues in different ways.
expected to cause any trouble. They have to ensure
For some it's a virtual necessity in modern
that the competitors don't associate themselves with
competitive business practice. There are very limited
the event illegally. After all it's not only the Sponsor's
options when it comes to competitive advertising and
money that is at stake but also one's country's
when the resources are limited then the best way to
reputation and integrity.
gain the most out of your investment is by resorting to
However, it is not only the organizers of the event
ambush marketing techniques. Also some believe
who are supposed to keep a check on ambush
that in sponsoring an event the company only buys
marketing campaigns. The organizers have a
the rights to attach itself to the event but the company
number of important priorities, of which
doesn't get the ownership of the consumer's mind
sponsorships is only one. The sponsors should
per se. Hence, it's widely accepted and followed by
shoulder this responsibility alike as it is in their best
reputed firms, advertently and inadvertently.
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