This website uses cookies to improve your experience. Continue if you are OK with this or read more in our privacy policy. 

Official sponsors clean bowled by ambush marketing


Kavita Mundkur Nigam

Amidst the euphoria and fervour of the recently concluded ICC Cricket World Cup 2011 and the Indian Premier League cricket tournament, there is frenzy in the corporate world too, says Kavita Mundkur Nigam.

In a country thriving on cricket as its staple sport, corporate houses make a beeline to run promotional campaigns around such international sporting events, most of which are unofficial.

Ambush marketing is the appellation given to marketing strategies employed by companies to waylay the exclusive rights enjoyed by their competitors that sponsor international events. Ambush marketing is an opportunistic exploitation of an event in which a company gains exposure for its own brand and other insignia without the authorisation of the event organiser.

Instances of ambush marketing came to the fore in India during the 1984 Olympics and subsequently at the 1996 Cricket World Cup, where Coca-Cola was the official sponsor and its rival Pepsi introduced a promotional campaign with the tagline ‘Nothing official about it!’.

Start a subscription to WIPR for £455.

In-house feature articles, the archive and expert comment require a paid subscription. Subscribe now.

Want to give it a try? We are offering a two week free trial to the WIPR website – register and select “Free Trial” to begin access to the full WIPR archive and read the latest news, features and expert comment. Begin your free trial here.

Is your 2 week free trial about to end? Upgrade to a 12 month subscription for £455 now.

If you have already subscribed please login.

If you have any technical issues please email James Lynn on jlynn@newtonmedia.co.uk.

ICC Cricket World Cup, ambush marketing


Newton Media Ltd
Kingfisher House
21-23 Elmfield Road
United Kingdom

Payment types accepted