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Monday, March 01, 2010

Ambush marketing: A lesson to us all

Large global events like the Olympic Games and FIFA World Cup provide superlative marketing opportunities for the official sponsors but a recent study has shown aggressive ambush marketers can also benefit others, big time. Dubbed the “Li Ning effect,” a recent Simon Fraser University (SFU) Business study entitled, Event sponsorship and ambush marketing: Lessons from the Beijing Olympics, to be published in the March issue of Business Horizons, has shown the official sponsors of the 2008 Bejing Olympics lost as customers to the "Li Ning Company because consumers incorrectly identified the Chinese athletes company as an official Olympics Games sponsor despite the millions spent by Adidas to secure the sponsorship.

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