Stiff competition: how the Olympics is tackling ambush marketing


With two major international sporting events scheduled to take place this summer, WIPR looks at how organisers are tackling the threat of ambush marketing.

The summer of 2012 is shaping up to be an eventful one. The London Olympic and Paralympic Games, or London 2012, are being held in the UK, while Ukraine and Poland are jointly hosting the UEFA European Football Championship. At London 2012 sprinters, cyclists, swimmers and archers— and many more besides—will compete for gold.

Europe’s footballers want to be known as the continent’s finest when Euro 2012 kicks off. Those who are lucky enough to have tickets are looking forward to seeing their favourite sports played out on the international stage, while billions of people will be supporting their countries from home.

Make no mistake: the summer of sport will attract huge audiences. This makes London 2012 and Euro 2012 excellent platforms for accessing consumers. Brands of all shapes and sizes have signed up to sponsor. The list of some of the brands concerned is impressive: Coca-Cola, McDonald’s, Visa, Omega and Samsung are worldwide partners of London 2012, while Coca-Cola and McDonald’s are official sponsors of Euro 2012, along with Adidas and Carlsberg.

Olympics, LOCOG, ambush marketing, London 2012