AIJA Congress: Working Session 8

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Sponsorship of Sporting Events and Ambush Marketing after London 2012 – where are we at?

In this working session, we will discuss the sponsorship of high-profi le sporting events and specifi cally the practice of ambush marketing/ false endorsement, that is to say when a company that is not an official sponsor of the event or any team/individual engaged in it nevertheless tries to associates its brands with the event. We will review past examples of ambush marketing and consider the issues at a practical level and industry insight, both from the perspective of the sponsors and that of the would-be ambush marketers. This promises to be an interesting, dynamic and highly topical working session, just a few days after the end of the 2012 London Olympic Games.

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