Ambush marketing
Encyclopedia
Ambush marketing can be defined as a marketing strategy wherein the advertisers associate themselves with, and therefore capitalize on, a particular event without paying any sponsorship fee. The Macmillan English Dictionary defines ambush marketing as a marketing strategy in which a competing brand connects itself with a major sporting event without paying sponsorship fee. According to McCarthy, ambush marketing is a type of marketing by a company that is not an official sponsor of an event, but which places advertisements using the event, to induce customers to pay attention to the advertisement. From a theoretical perspective, ambush marketing refers to a company's attempt to capitalize on the goodwill, reputation, and popularity of a particular event by creating an association with it, without the authorization or consent of the necessary parties.
It is a marketing strategy through which the competitors cannot guess it first & after implementation this the competitors understand the strategy.
The increasing cost of sponsorships has also increased sponsor's emphasis on return-on-investment. If sponsored events do not give exclusivity, the sponsor's interest on sponsorship property will be lost and the damage will extend to the whole sponsorship market. Yet when that exclusivity is lost, the value of sponsorship is also lost. When a company engages in ambush marketing the exclusivity intended to be conferred through sponsorship to a sponsor is lost. Hence, the value of sponsorship is also lost. As it is an undeniable fact that corporate sponsorship is one of the biggest money-spinning sources of revenue for the event organizers, the loss in sponsorship value will affect the financial strength of an event organizer.
Transgression on the intellectual property rights:
Even when the ambush marketers are not making any direct references to the protected intellectual property rights, they in effect transgress those intellectual property rights by attempting to capitalize on such hard earned goodwill from an event. Direct and indirect references to the event symbol or the event itself are just different means for achieving illegal transgression on the rights of event organizers. Moreover, sponsors cannot get the return they anticipated.
and the 2015 Cricket World Cup
, New Zealand
is planning to enact laws to combat ambush marketing, according to former Sports Minister Trevor Mallard
.
The London Olympic Games and Paralympic Games Act 2006
contains provisions to attempt to restrict ambush advertising at the 2012 Summer Olympics
and the London Organising Committee of the Olympic and Paralympic Games (LOCOG) announced that it would attempt to crack down on the relatively new form of online keyword ambush marketing.
History
The word "ambush" as used in the expression ambush marketing, means "an attack from a hidden position" and is derived from the old French verb embuschier, having the meaning "to place in a wood." The term "ambush marketing" was coined by the famous marketing strategist Jerry Welsh, while he was working as the manager of global marketing efforts for the American Express Company in the 1980s."Direct" ambush marketing
- "Predatory" ambushing: Intentional false claims to official sponsorship by a non-sponsor and/or intentional false denial by a non-sponsor concerning a market competitor's official sponsorship, in each case with the intent to confuse consumers and gain market share from the competing official sponsor.
- "Coattail" ambushing: The attempt by a brand to directly associate itself with a property or event by "playing up" a connection to the property/event that is legitimate but does not involve financial sponsorship.
- Ambushing via trademark/likeness infringement: The intentional unauthorized use of protected intellectual property. Such properties can include the logos of teams or events, or making use of unauthorized references to tournaments, teams or athletes, words and symbols.
- Ambushing "by degree": Marketing activities by an official sponsor above and beyond what has been agreed on in the sponsorship contract. For example, an "ambush by degree" of a sports event may involve a sponsor's handing out free promotional T-shirts without the permission of the sports league supervising the event. That sponsor may have already covered the stadium with its signs, or the sports league or participating teams may have made an earlier agreement – perhaps even an exclusive one – to let a different sponsor hand out shirts. In either case, ambush by degree clutters the available marketing space; takes advantage of the participating teams and supervising league to a greater extent than they permitted; and dilutes the brand exposure of official sponsors, including the other promotional efforts of the ambushing company (hence the alternative term "self-ambushing").
"Indirect" ambush marketing
- Ambushing "by association": The use of imagery or terminology not protected by intellectual-property laws to create an illusion that an organization has links to a sporting event or property — This form differs from direct "coattail" ambushing in that there exists no legitimate connection between the event/property and from direct ambush by infringement in that the sponsored event/property has no property rights in the images and/or words that create the illusion.
- Values-based ambushing: Tailoring by a non-sponsor of its marketing practices to appeal to the same values or involve the same themes as do the event and/or its promotion, such that audiences attracted to the event or its marketing will likewise be attracted to the non-sponsor's marketing — Essentially a reversal from "push" to "pull" of the causal processes through which direct "coattail ambushers" create sponsor/event-unapproved mental association with their products, this form of ambushing differs from "ambushing by association" in that the ambushing business begins by observing the event's promotional scheme and drawing inferences as to its existing thematic content, as opposed to observing the event's audience and creating new thematic content in hopes that consumers will associate the event with the thematic content created.
- Ambushing "by distraction": Setting up a promotional presence at or near an event, albeit without making specific reference to the event itself, its imagery, or its themes, in order to take advantage of the general public's attention toward the event and the audience members' awareness of their surroundings — This form of ambush amounts to "free riding" upon the positive externality that the event creates for the surrounding area by "anchoringAnchor storeIn retail, an anchor store, draw tenant, anchor tenant, or key tenant is one of the larger stores in a shopping mall, usually a department store or a major retail chain....
" public and individual attention there; see also "Saturation ambushing" under "Incidental" ambush marketing.- "Insurgent" ambushing: The use of surprise street-style promotions (blitz marketing) at an event or near enough to it that the ambushing business can identify and target audience members — The "active" version of "passive" ambushing by distraction, insurgent ambushing not only takes advantage of positive externalities but creates negative externalities by intruding upon attendees' experiences of the event and detracting from those experiences' quality (cf. the distinction in biology between commensalismCommensalismIn ecology, commensalism is a class of relationship between two organisms where one organism benefits but the other is neutral...
and parasitismParasitismParasitism is a type of symbiotic relationship between organisms of different species where one organism, the parasite, benefits at the expense of the other, the host. Traditionally parasite referred to organisms with lifestages that needed more than one host . These are now called macroparasites...
). - "Parallel property" ambushing: The creation or sponsorship of an event or property that bears qualitative similarity to the ambush target and competes with it for the public's attention — An application of "ambushing by distraction" in which the ambusher-marketed product is the event/property itself, parallel-property ambushing does not intrude upon the experience of audience members (who remain free to attend whichever event or patronize whichever property they deem more attractive), but it does divert audience dollars and attendance figures from the preexisting event/property, interfering with the efforts of that event's/property's financial backers to recover their largely fixedFixed costIn economics, fixed costs are business expenses that are not dependent on the level of goods or services produced by the business. They tend to be time-related, such as salaries or rents being paid per month, and are often referred to as overhead costs...
production costs.
- "Insurgent" ambushing: The use of surprise street-style promotions (blitz marketing) at an event or near enough to it that the ambushing business can identify and target audience members — The "active" version of "passive" ambushing by distraction, insurgent ambushing not only takes advantage of positive externalities but creates negative externalities by intruding upon attendees' experiences of the event and detracting from those experiences' quality (cf. the distinction in biology between commensalism
It is a marketing strategy through which the competitors cannot guess it first & after implementation this the competitors understand the strategy.
"Incidental" ambush marketing
- Unintentional ambushing: It is possible for media coverage to make passing mention of, e.g., the manufacturer of an athlete's equipment/clothing or the provider of a service used by the event's technical staff or in-person audience. Although in most cases most members of an event's mass-media audience will not infer that the mentioned business is an official sponsor of the event, such that the mention is harmless "free publicity" for the non-sponsoring business, it is possible that some broadcast-audience members will at some point draw some inference of official sponsorship.
- "Saturation" ambushing: "Saturation ambushers" increase their broadcast-media advertising and marketing at the time of an event but make no reference to the event itself and avoid any associative imagery or suggestion — Essentially a form of "ambushing by distraction" attenuated by the absence of advertisers' physical proximity to the event and their resulting lack of contact with in-person audience members, saturation ambushing merely capitalizes on the increased broadcast media attention and television audiences surrounding the event.
Impacts of Ambush marketing
Increasing cost of sponsorships:The increasing cost of sponsorships has also increased sponsor's emphasis on return-on-investment. If sponsored events do not give exclusivity, the sponsor's interest on sponsorship property will be lost and the damage will extend to the whole sponsorship market. Yet when that exclusivity is lost, the value of sponsorship is also lost. When a company engages in ambush marketing the exclusivity intended to be conferred through sponsorship to a sponsor is lost. Hence, the value of sponsorship is also lost. As it is an undeniable fact that corporate sponsorship is one of the biggest money-spinning sources of revenue for the event organizers, the loss in sponsorship value will affect the financial strength of an event organizer.
Transgression on the intellectual property rights:
Even when the ambush marketers are not making any direct references to the protected intellectual property rights, they in effect transgress those intellectual property rights by attempting to capitalize on such hard earned goodwill from an event. Direct and indirect references to the event symbol or the event itself are just different means for achieving illegal transgression on the rights of event organizers. Moreover, sponsors cannot get the return they anticipated.
Notable events
- 1984 Olympics1984 Summer OlympicsThe 1984 Summer Olympics, officially known as the Games of the XXIII Olympiad, was an international multi-sport event held in Los Angeles, California, United States in 1984...
; Kodak sponsors TV broadcasts of the Games as well as the US track team despite FujifilmFujifilmis a multinational photography and imaging company headquartered in Tokyo, Japan.Fujifilm's principal activities are the development, production, sale and servicing of color photographic film, digital cameras, photofinishing equipment, color paper, photofinishing chemicals, medical imaging...
being the official sponsor. - 1988 Summer Olympics1988 Summer OlympicsThe 1988 Summer Olympics, officially known as the Games of the XXIV Olympiad, were an all international multi-sport events celebrated from September 17 to October 2, 1988 in Seoul, South Korea. They were the second summer Olympic Games to be held in Asia and the first since the 1964 Summer Olympics...
; FujifilmFujifilmis a multinational photography and imaging company headquartered in Tokyo, Japan.Fujifilm's principal activities are the development, production, sale and servicing of color photographic film, digital cameras, photofinishing equipment, color paper, photofinishing chemicals, medical imaging...
sponsors the Games despite KodakEastman KodakEastman Kodak Company is a multinational imaging and photographic equipment, materials and services company headquarted in Rochester, New York, United States. It was founded by George Eastman in 1892....
being the official sponsor. - 1992 Summer Olympics1992 Summer OlympicsThe 1992 Summer Olympic Games, officially known as the Games of the XXV Olympiad, were an international multi-sport event celebrated in Barcelona, Catalonia, Spain, in 1992. The International Olympic Committee voted in 1986 to separate the Summer and Winter Games, which had been held in the same...
in BarcelonaBarcelonaBarcelona is the second largest city in Spain after Madrid, and the capital of Catalonia, with a population of 1,621,537 within its administrative limits on a land area of...
; NikeNike, Inc.Nike, Inc. is a major publicly traded sportswear and equipment supplier based in the United States. The company is headquartered near Beaverton, Oregon, which is part of the Portland metropolitan area...
sponsors press conferences with the US basketball team1992 United States men's Olympic basketball teamThe 1992 United States men's Olympic basketball team, nicknamed the "Dream Team", was the first American Olympic team to feature active NBA players. Often considered one of the strongest teams assembled in any sport, it defeated its opponents by an average of almost 44 points en route to the gold ...
despite Reebok being the official sponsor. During ceremonies, the players covered their Reebok logos. - 1994 Winter Olympics1994 Winter OlympicsThe 1994 Winter Olympics, officially known as the XVII Olympic Winter Games, was a winter multi-sport event celebrated from 12 to 27 February 1994 in and around Lillehammer, Norway. Lillehammer failed to win the bid for the 1992 event. Lillehammer was awarded the games in 1988, after having beat...
; American ExpressAmerican ExpressAmerican Express Company or AmEx, is an American multinational financial services corporation headquartered in Three World Financial Center, Manhattan, New York City, New York, United States. Founded in 1850, it is one of the 30 components of the Dow Jones Industrial Average. The company is best...
sponsors the Games despite Visa being the official sponsor. - 1996 Atlanta Olympics1996 Summer OlympicsThe 1996 Summer Olympics of Atlanta, officially known as the Games of the XXVI Olympiad and unofficially known as the Centennial Olympics, was an international multi-sport event which was celebrated in 1996 in Atlanta, Georgia, United States....
; sprinter Linford ChristieLinford ChristieLinford Cicero Christie OBE is a former sprinter from the United Kingdom. He is the only British man to have won gold medals in the 100 metres at all four major competitions open to British athletes: the Olympic Games, the World Championships, the European Championships and the Commonwealth Games...
wore contact lenses embossed with the PumaPUMA AGPuma SE, officially branded as PUMA, is a major German multinational company that produces high-end athletic shoes, lifestyle footwear and other sportswear. Formed in 1924 as Gebrüder Dassler Schuhfabrik by Adolf and Rudolf Dassler, relationships between the two brothers deteriorated until the two...
logo at the press conference preceding the 100 metres final, despite ReebokReebokReebok International Limited, a subsidiary of the German sportswear company Adidas since 2005, is a producer of Athletic shoes, apparel, and accessories. The name comes from the Afrikaans spelling of rhebok, a type of African antelope or gazelle...
being the official sponsor. - 1996 Atlanta Olympics1996 Summer OlympicsThe 1996 Summer Olympics of Atlanta, officially known as the Games of the XXVI Olympiad and unofficially known as the Centennial Olympics, was an international multi-sport event which was celebrated in 1996 in Atlanta, Georgia, United States....
; Messages On Hold strategically placed a banner within the camera frame as US runner Jon Drummond prepares for the opening leg of 4x100 relay final. The moment is broadcast live across the world. - 1996 Cricket World Cup1996 Cricket World CupThe 1996 Cricket World Cup, also called the Wills World Cup after its official sponsors, was the sixth edition of the tournament organized by the International Cricket Council . It was the second World Cup to be hosted by Pakistan and India, and for the first time by Sri Lanka...
; PepsiPepsiPepsi is a carbonated soft drink that is produced and manufactured by PepsiCo...
ran a series of advertisements titled "nothing official about it" targeting the official sponsor, Coca-ColaCoca-ColaCoca-Cola is a carbonated soft drink sold in stores, restaurants, and vending machines in more than 200 countries. It is produced by The Coca-Cola Company of Atlanta, Georgia, and is often referred to simply as Coke...
. - 1998 FIFA World Cup1998 FIFA World CupThe 1998 FIFA World Cup, the 16th FIFA World Cup, was held in France from 10 June to 12 July 1998. France was chosen as host nation by FIFA on 2 July 1992. The tournament was won by France, who beat Brazil 3-0 in the final...
; Nike sponsored a number of teams competing in the Cup despite AdidasAdidasAdidas AG is a German sports apparel manufacturer and parent company of the Adidas Group, which consists of the Reebok sportswear company, TaylorMade-Adidas golf company , and Rockport...
being the official sponsor. - 2000 Sydney Olympics; QantasQantasQantas Airways Limited is the flag carrier of Australia. The name was originally "QANTAS", an initialism for "Queensland and Northern Territory Aerial Services". Nicknamed "The Flying Kangaroo", the airline is based in Sydney, with its main hub at Sydney Airport...
Airlines’ slogan "The Spirit of Australia" sounds strikingly similar to the Games’ slogan "Share the Spirit." despite Ansett Air being the official sponsor. - 2003 Cricket World Cup2003 Cricket World Cup-Group stage tables and results:The top three teams from each pool qualify for the next stage, carrying forward the points already scored against fellow qualifiers, plus a quarter of the points scored against the teams that failed to qualify.-Pool A:...
; Indian players threatened to strike over concerns that the anti-ambush marketing rules were too strict. Of particular concern was the length of time before and after the cup that players were not allowed to endorse a rival to one of the official sponsors. Players argued that if they had pre-existing contracts that they would be in breach of them if they were to accept the ICC'sInternational Cricket CouncilThe International Cricket Council is the international governing body of cricket. It was founded as the Imperial Cricket Conference in 1909 by representatives from England, Australia and South Africa, renamed the International Cricket Conference in 1965, and took up its current name in 1989.The...
rules. - 2005-06 Australian cricket season2005-06 Australian cricket seasonThe 2005–06 Australian cricket season took place from October 2005 to March 2006.-Honours:* Championship – Queensland* Limited Overs KO Cup – New South Wales-Events:...
; Hardware brand SelleysSelleysSelleys is an Australian company which produces household DIY and cleaning products as well as adhesives and sealants for the trade market. It is widely known for recent products such as Selleys Liquid Nails, Selleys No More Gaps and Selleys All Clear. Selley's Superglue preceded these products...
ran advertisements during the cricket telecast with a fictional cricket called 'Dave'. At the end of the commercial read a caption: "Selleys- Proud sponsor of the cricket", despite not officially sponsoring the Australian cricket team or telecast. The company was forced to change their ads to avoid confusion. - 2006 FIFA World Cup2006 FIFA World CupThe 2006 FIFA World Cup was the 18th FIFA World Cup, the quadrennial international football world championship tournament. It was held from 9 June to 9 July 2006 in Germany, which won the right to host the event in July 2000. Teams representing 198 national football associations from all six...
; fans of the NetherlandsNetherlands national football teamThe Netherlands National Football Team represents the Netherlands in association football and is controlled by the Royal Dutch Football Association , the governing body for football in the Netherlands...
were made to remove Bavaria Brewery's leeuwenhosenLeeuwenhosenLeeuwenhosen are orange-colored, lion-tailed overalls distributed by the Bavaria Brewery, a popular Dutch beer brewery, during the 2006 FIFA World Cup. The concept was realized by Peer Swinkels, the chairman of Bavaria . The leeuwenhosen may have been inspired by the coincidence that the Dutch...
because BudweiserBudweiser (Anheuser-Busch)Budweiser is a 5.0% abv American-style lager introduced in 1876 by Adolphus Busch and one of the highest selling beers in the United States. It is made with up to 30% rice in addition to hops and barley malt. Budweiser is produced in various breweries located around the world...
was the official beer sponsor. See also the 2010 FIFA World Cup for a similar incident involving the same two brands. - 2008 Beijing Olympics2008 Summer OlympicsThe 2008 Summer Olympics, officially known as the Games of the XXIX Olympiad, was a major international multi-sport event that took place in Beijing, China, from August 8 to August 24, 2008. A total of 11,028 athletes from 204 National Olympic Committees competed in 28 sports and 302 events...
; entire countries were tuned into the Opening Ceremonies, and worldwide, millions more saw former Olympic gymnast Li NingLi NingLi Ning is a well-known Chinese gymnast and entrepreneur. He was born in an ethnic Zhuang family.-Gymnastics career:...
light the torch and learned that he owns a shoe company with the same name, a direct rival of AdidasAdidasAdidas AG is a German sports apparel manufacturer and parent company of the Adidas Group, which consists of the Reebok sportswear company, TaylorMade-Adidas golf company , and Rockport...
and quite famous in ChinaPeople's Republic of ChinaChina , officially the People's Republic of China , is the most populous country in the world, with over 1.3 billion citizens. Located in East Asia, the country covers approximately 9.6 million square kilometres...
, but not an official Olympic sponsor. - 2010 Super Bowl XLIVSuper Bowl XLIVSuper Bowl XLIV was an American football game between the American Football Conference champion Indianapolis Colts and the National Football Conference champion New Orleans Saints to decide the National Football League champion for the 2009 season. The Saints defeated the Colts by a score of...
; Canadian gay dating site ManCrunchManCrunchManCrunch is an online dating website specifically aimed at male homosexual relationships, owned by the Toronto-based Avid Life Media, the same company responsible for the Ashley Madison adultery service and other similarly unconventional dating sites...
was accused of ambush marketing when it submitted a controversial advertisement to CBSNFL on CBSThe NFL on CBS is the brand name of the CBS television network's coverage of the National Football League's American Football Conference games, produced by CBS Sports.-Market coverage and television policies:...
for air during the game. The theory is that ManCrunch produced the ad knowing that it would never be accepted and hoped the controversy would drum up the intended attention without having to pay the nearly US$3,000,000 price for an advertisement during the game. The site's parent company has also drawn controversy for its similar failed attempts to advertise its adulteryAdulteryAdultery is sexual infidelity to one's spouse, and is a form of extramarital sex. It originally referred only to sex between a woman who was married and a person other than her spouse. Even in cases of separation from one's spouse, an extramarital affair is still considered adultery.Adultery is...
service, Ashley MadisonAshley MadisonAshley Madison is an online dating service and social network service marketed primarily to people who are already in a relationship. The website was launched in 2001....
. - 2010 Winter Olympics2010 Winter OlympicsThe 2010 Winter Olympics, officially the XXI Olympic Winter Games or the 21st Winter Olympics, were a major international multi-sport event held from February 12–28, 2010, in Vancouver, British Columbia, Canada, with some events held in the suburbs of Richmond, West Vancouver and the University...
; Team USA ice hockey goaltender Ryan Miller was ordered to remove the catchphrase "Miller Time" from his helmet under the IOC's ambush marketing rules, due to it also being the slogan of Miller LiteMiller LiteMiller Lite is a 4.2% abv pale lager brand sold by MillerCoors of Chicago, Illinois, United States. Sibling beers include Miller Genuine Draft and Miller High Life.-History:...
beer (though Miller Lite did not pay for the slogan). Likewise, the U.S. bobsled team was forced to remove the name of its #1 sled, "Night Train," due to it being the name of a low-end fortified wineLow-end fortified wineLow-end fortified wine is an inexpensive fortified wine that typically has an alcohol content between 13% and 20% ABV. These inexpensive wines usually contain added sugar, artificial color, and artificial flavor.- Brands :...
(again, the usage of the phrase was coincidental). - 2010 FIFA World Cup2010 FIFA World CupThe 2010 FIFA World Cup was the 19th FIFA World Cup, the world championship for men's national association football teams. It took place in South Africa from 11 June to 11 July 2010...
;- A South African budget airline Kulula pulled back its ambush ad after a FIFAFIFAThe Fédération Internationale de Football Association , commonly known by the acronym FIFA , is the international governing body of :association football, futsal and beach football. Its headquarters are located in Zurich, Switzerland, and its president is Sepp Blatter, who is in his fourth...
complaint that it infringed its trademarkTrademarkA trademark, trade mark, or trade-mark is a distinctive sign or indicator used by an individual, business organization, or other legal entity to identify that the products or services to consumers with which the trademark appears originate from a unique source, and to distinguish its products or...
during the 2010 World Cup. Kulula.com's ad described the firm as the "Unofficial National Carrier of the You-Know-What". It also had pictures of stadiums, vuvuzelaVuvuzelaThe vuvuzela , also known as lepatata Mambu , colloquially known in South Africa as "Moerstripper", is a plastic horn, about long, which produces a loud monotone note, typically around B3 . Some models are made in two parts to facilitate storage, and this design also allows pitch variation...
s and national flags. But FIFA said the airline could not use the symbols - even the word "South Africa", kulula.com's spokeswoman said. FIFA, however, said the images taken together were "ambush marketing". However, Kulula followed this up with further advertising more obliquely linking itself with the World Cup, making action by FIFA more difficult. - Also during the tournament, in an incident similar to the 2006 World Cup, 2 Dutch women were arrested for ambush advertising and 36 women ejected from the stadium when they were spotted wearing short orange dresses made by the Dutch brewery Bavaria on 14 June 2010. As in the 2006 tournament, Anheuser–Busch InBevAnheuser–Busch InBevAnheuser-Busch InBev N.V. is a Belgian-Brazilian publicly-traded company, based in Leuven, Belgium. It is the largest global brewer with nearly 25% global market share and one of the world's top five consumer products companies by EBITA....
's BudweiserBudweiser (Anheuser-Busch)Budweiser is a 5.0% abv American-style lager introduced in 1876 by Adolphus Busch and one of the highest selling beers in the United States. It is made with up to 30% rice in addition to hops and barley malt. Budweiser is produced in various breweries located around the world...
was the official beer of the event. The association between the dresses and the Dutch brewery had been established by Sylvie van der Vaart modelling one of them. ITV media pundit Robbie EarleRobbie EarleRobert Fitzgerald "Robbie" Earle MBE is an English-born Jamaican former international footballer who played as a midfielder. He played 578 league games in senior club football, scoring 136 goals....
was fired from his role when it was claimed by FIFA that he had sold tickets meant for family and friends on to the Dutch beer company.
- A South African budget airline Kulula pulled back its ambush ad after a FIFA
Future of ambush marketing
For the 2011 Rugby World Cup2011 Rugby World Cup
The 2011 Rugby World Cup was the seventh Rugby World Cup, a quadrennial international rugby union competition inaugurated in 1987. The International Rugby Board selected New Zealand as the host country in preference to Japan and South Africa at a meeting in Dublin on 17 November 2005...
and the 2015 Cricket World Cup
2015 Cricket World Cup
The 2015 ICC Cricket World Cup will be the 11th ICC Cricket World Cup, and will be jointly hosted by Australia and New Zealand. The location of the games will be evenly split, with the location of the final yet to be decided....
, New Zealand
New Zealand
New Zealand is an island country in the south-western Pacific Ocean comprising two main landmasses and numerous smaller islands. The country is situated some east of Australia across the Tasman Sea, and roughly south of the Pacific island nations of New Caledonia, Fiji, and Tonga...
is planning to enact laws to combat ambush marketing, according to former Sports Minister Trevor Mallard
Trevor Mallard
Trevor Colin Mallard is a New Zealand politician. He was a Cabinet Minister in the Fifth Labour Government of New Zealand holding portfolios including Environment, Labour, Broadcasting, State Owned Enterprises, Rugby World Cup and Education. He was also Associate Minister of Finance.-Early...
.
The London Olympic Games and Paralympic Games Act 2006
London Olympic Games and Paralympic Games Act 2006
The London Olympic Games and Paralympic Games Act 2006 is an Act of the Parliament of the United Kingdom. It was passed following the decision of the International Olympic Committee to stage the 2012 Olympic Games in London...
contains provisions to attempt to restrict ambush advertising at the 2012 Summer Olympics
2012 Summer Olympics
The 2012 Summer Olympic Games, officially known as the "London 2012 Olympic Games", are scheduled to take place in London, England, United Kingdom from 27 July to 12 August 2012...
and the London Organising Committee of the Olympic and Paralympic Games (LOCOG) announced that it would attempt to crack down on the relatively new form of online keyword ambush marketing.