Transcript File - Sports and Entertainment Marketing

SEMII 2.06A/B
Identify ambush strategies to use at
other events
Develop viral sport/event marketing
strategies
What is Ambush Marketing?
• Ambush marketing refers to the practice of
appearing to align a brand with an event for
which that brand has not paid for the right to
be a sponsor.
Reasons Businesses Use Ambush
Marketing
• It’s effective
• It attracts consumers at
the expense of its
competitors
• It is cheaper than being
an official sponsor
• For some smaller
companies, it is the only
way to be tied in with a
large sport event
Ambush Marketing used as a
Marketing Strategy
• A brand associates itself with a sport/event
• Used to gain market share
• May sponsor an athlete or team, but not the
entire event
• Handing out free apparel or items with the
company name on it
Impact of Ambush Marketing on
Sponsorships
• It could hurt the ambushing company in future
sponsorships. It is a risk.
• It frustrates official sponsors that have paid top
dollar for the right to sponsor an event.
Define Special Event
• A special event is a one-time or infrequently
occurring event outside normal programs or
activities of the sponsoring or organizing body
Types of Special Events
• Pre-game autograph session/meet & greetreet
• Pre/post- game concert for fans
– Blake Shelton concert prior to Belk Bowl in Charlotte
• Giveaways to fans
– Walk-In (first 100 people in the gate get free t-shirt)
– In-Stadium (pom-pom on every seat in the stadium)
• In-game contests
– Half-court shot for $1,000,000 during halftime of Final
Four game
• Community Service Project
– Donations for V Foundation collected at door
– Toy for Tots contribution gets discount on ticket
Benefits of Using Special Events
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•
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Creates excitement for main event
Builds additional fan base
Maintains existing fan base
Increases revenue