Sports marketing is the process of promoting sports-related products with the goal of making a targeted population aware of the advantages, conveniences and features of those products. Increased awareness yields conversions to sales. Sports marketing and sports promotions involves various entities that are somewhat interdependent on one another. There are many marketing techniques used by marketers but the same techniques wear out and must acquire some shelf life before then can be effective again.
Some of the most popular and successful marketing techniques involve the use of various media and individuals for direct marketing campaigns. As competition in sports marketing increases, it becomes more difficult for marketers to maintain levels of success. When marketing organizations find traditional methods no longer provide acceptable results, use of innovation and creativity must develop new ideas for marketing campaigns. Often new ideas are very successful but they are not always ethical and may even skirt the edge of legality.
Sports and Ambush Marketing
One of the easiest ways to start understanding the meaning of Ambush Marketing is to look at the definition of the word “ambush”. An ambush is an attack from an undisclosed or hidden position. Due to the large money involved, the popularity of major sport events and the loyalty of fans – the word does come from “fanatic” – ambush marketing takes place frequently in conjunction with major sports events. The item being sold or marketed may not connect with sports in any way. A surge in ambush marketing in sports occurs every two years during which time either the summer or winter Olympic Games take place.
Types of Ambush Marketing
Ambush marketing takes place in both direct and indirect ways. Here is a list of types of ambush marketing with a brief description.
Direct Ambush Marketing
Predatory Ambush – Intentional untrue claims of event sponsorship, causing loss of marketing effectiveness by official sponsors
Coattail Ambush – Association of brands to an event or sport property by emphasizing true connections where there is no financial sponsorship to market with such association.
Ambush by Trademark Similarity – This is the use of protected graphic marketing property such as logos and authorized symbols with reference to the major sport event, teams or widely recognized symbols.
Ambush by Degree – Marketing performed beyond the authorized level of participation. Authorized marketing campaigns using marketing activities not specifically authorized.
Indirect Ambush Marketing
Ambush by Association – This is the use of terminology or graphics not copyrighted to give the appearance of authorized links to a sporting event.
Value Based Ambush – Tailor making the values of non-sponsored products to match authorized items, creating equal opportunities for fans to choose both unauthorized and authorized products.
Distraction Ambush – This is the marketing presence of unauthorized campaigns set up near a major sport event that make no claim of authorized association to that event.
Accidental Ambush – This is the unintentional mention or visual appearance or mention of a brand in competition with authorized sport event brands.
Effects of Ambush Marketing
Ambush marketing dilutes the effectiveness of authorized sports sponsorship, raising the cost per conversion for that sponsor. As the costs of authorized sponsorship and marketing increase, complaints and resistance to ambush marketing also increase. Ambush marketing is a serious problem for authorized sponsors at sport events, especially major internationally recognized events.