Brands Score Without Sponsorship: The Art of Ambush Marketing
Bavaria's 2010 World Cup ama resulted in two women being imprisoned, though charges were eventually dropped. This incident highlights the delicate balance between brands and sporting events. Despite not being official sponsors, companies can creatively associate themselves with these events, potentially leading to successful campaigns.
Brands can use creative imagery and cultural impact of sports events in their campaigns without using official logos. Nike's use of Michael Johnson's iconic gold shoes at the 1996 Atlanta Olympics is a prime example of effective eventbrite. Similarly, Paddy Power's 2012 London Olympics campaign involved hosting an egg and spoon race in a small French town called London, winning due to technicalities despite nearly causing legal trouble.
Adidas and Allianz unofficially connected their marketing to the 2018 and 2022 Summer sports events through subdued campaigns. They distributed blue fabric wristbands supporting the Olympics, created flyers resembling theme park maps, and designed text-heavy posters without large-scale advertisements. Meanwhile, Tretorn creatively linked their brand to Olympic events by launching sneaker collaborations like the 'Olympic Arch Hybrid' sneakers, blending sport heritage with fashion.
Pepsi has a history of creating buzz around FIFA World Cups without being an official partner. In 2018, they released special edition cans featuring footballers like Messi, Marcelino, Toni Kroos, and Dele. They also launched a Middle-Eastern themed campaign during the winter of 2022, coinciding with the FIFA World Cup in Qatar. Similarly, Uber Eats used former Juventus playmaker Andrea Pirlo in their 2022 World Cup campaign, despite Italy not participating.
Oreo's Super Bowl marketing is another example of a brand successfully tapping into a sporting event's conversation without a direct link. While mentioning gold medals might flout IOC rules, brands can still create gold medal-worthy campaigns creatively.
Brands can create buzz around sporting events while understanding and respecting the rules, potentially leading to successful campaigns. By using creative imagery, cultural impact, and clever marketing strategies, companies can associate themselves with these events without being official sponsors. However, they must be cautious to avoid legal trouble, as seen in the case of Bavaria's 2010 World Cup ama.
