According to today’s Trinidad and Tobago’s Newsday, anyone (meaning ambush marketers) trying to piggyback their advertising on the backs of the official sponsors of the ICC Cricket World Cup could find themselves in court during the event, which runs from March 5 to April 28. The article states:
“Some local business persons said ambush marketing has the effect of taking away the revenues of businesses that are legitimate sponsors of the ICC event and is usually done to make a quick profit.
To protect themselves and others against any ambush marketing during the World Cup, Trinidad and Tobago and other Caricom countries have adopted a zero-tolerance attitude against ambush marketing by passing the International Cricket Council (ICC) Cricket World Cup West Indies 2007 Bill 2006.
Under the legislation, passed in the Senate and House of Representatives on October 31, 2006 and November 1, 2006 respectively, anyone convicted of ambush marketing during the World Cup (March 5 to April 28) will face hefty fines of
$120,000.
Ambush marketing is defined as the strategic placement of marketing material and promotions at events that will attract consumer and media attention. Ambush marketing begins by identifying opportunities to successfully capitalise on the event and the Cricket World Cup is no different.
The hosting of the CWC has placed the Caribbean in the spotlight and ambush marketing is something which could not only harm legitimate businesses financially but damage their international reputation as well.
“Ambush marketing is not common in the Caribbean and it would be unfortunate if
this is one thing remembered about the region once the World Cup is over,” said
one businessman.”
Click here to read the entire article.
Sphere: Related Content
Did you enjoy this post? Why not leave a comment below and continue the conversation,
or subscribe to my feed and get articles like this delivered automatically to your feed reader.
Comments
No comments yet.
Leave a comment