Sporting events are a great prize promotion opportunity. There is a symbiotic relationship between sports, brands and fans. Fans want to attend sporting events, the appeal of winning a ticket with wrap-around experience means they are likely to participate. Your brand will be front and centre connecting with an audience who may not otherwise see it.
What is Ambush Marketing?
The aim of Ambush Marketing or Guerilla Marketing is to associate a brand with the prominence of a major event, without actually being an “official” partner or sponsor of said event”
There are two types:
How do you know if you are compliant?
Ask yourself this…when you look at an advert or promotion, would the average person expect an official logo of the event to be present? If yes, then you are dangerously close to presenting yourself as an affiliate of the event and could be in breach.
Some countries will have considerably more regulations than others when it comes to partnering with sporting events for cultural reasons and, or stricter laws. For example, France is a risky market, and due to some of the sporting events being scheduled there, such as 2024 Paris Olympics, it is essential to understand the implication of their advertising rules.
Misleading Consumers
The Unfair Commercial Practices Directive (UCPD), to which all 28 members of the EU are signed up, a key part of this 2008 law is that brands should not mislead the consumer, either by what they say or by significant omissions, i.e. what they do not say.
Brand Ambassador Relationships
Protect your brand with a contract if you work with a brand ambassador and remember sponsorship of an athlete does not give you automatic coverage. Unfair Commercial Practices Directive (UCPD) / CPR also covers ambassadors and influencers.
The Penalties
The penalities for breaking the rules are most likely litigation as well as possible breaches in the UK of Trademark Act, Criminal Law, Unfair Competition Act, Copyright Act and in France, Parasitism. There are Special Olympic Protections including the Olympic Charter, UK: Olympic Symbols and in France, the Sport Code.