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Ambush advertising in sport – a history


Olympic boss Lord Coe put his well-shod foot in it this week by announcing that people wearing the wrong logos would not be permitted access to the Games.

He was referring to Pepsi t-shirts rather than ordinary punters wearing non-adidas trainers, and the real subject of his concern was ‘guerrilla’ or ‘ambush’ marketing – the attempt by non-sponsors to invade the cordon sanitaire that is placed around venues to protect companies that pay millions of pounds to endorse sporting events. All the same, he has been accused of overreaction in many quarters. (Others, of course, argue that protecting sponsors allows the games to thrive.)

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Posted: 23rd, July 2012 | In: Flashback, Key Posts, Sports | Comment