Ambush Marketing

The marketers of Bavaria are very successful. It all started with a flashmob at the tribune during the preparation for the word championship of football. Bavaria came out with an idea to dress 750 women in the same type of dress. This dress is called the ´Dutch dress´. It became the most successful marketing campaign at the World championship of 2010. 

This type of marketing is called ambush marketing. Ambush marketing is to associate your brand with another sponsor object without an sponsorship agreement. Ambush marketing has 2 goals:

·         Associated itself with object.

·         The weakening of the sponsorship commitment of the competitor

The price tag to become a official sponsor of the world championship is between 10-25 million dollar. The FIFA promises exclusivity and will protect your brand during the tournament.

This mega sports event is the power of sponsorship especially in the huge media attention that comes to companies that commit to the event. For multinationals, this form of sports sponsorship become ever more important and the organizers were getting better at anticipate. The FIFA created in 2010, 1.6 billion dollar at sponsor revenue and it is going to grow every year.  With the advent of ambush marketing would ever come to an end to this growth.

Ambush marketing can be really good for a brand, or to create brand awareness, but it is very difficult to perform. And if everybody is going to use ambush marketing then there will be no more sponsors.

Greets,

Tyson