THE IMPACT OF AMBUSH MARKETING

The Impact Of Ambush Marketing With Respect To Fifa World Cup 2006



Abstract

In July 2006 the FIFA football World Cup (FWC2006) provided marketing opportunities for brands to reach adiverse international media audience. Sponsorship of such events has been the most recognised method for achieving this objective. However, increasingly many brands have been unable to secure sponsorship rights. Reasons for this include the growing demand to sponsor such events, alongside greater limitations on sponsorship opportunities because of sponsor exclusivity structures. These factors have contributed to increasing rights fees and resulted in many organisations either being priced out, being beaten by competitors in product category-exclusive structures or choosing not to compete.

In this study we explored consumer reactions to such activity based on surveys of UK consumers conducted before and after FWC2006. Our aim was to find out whether consumers recognise the difference between the two forms of event marketing and to identify their reactions to ambush marketing.

Specifically, we wanted to see the effect of each approach on brand recognition and to identify which, if any, factors drive better brand recognition in connection with the event. Our findings gave an indication that UK consumers are able to discriminate between the two marketing approaches and that sponsor brands do benefit from better recognition when connected with the event. Our findings suggest that a driver of this may be the consumer's level of involvement with the event.

Acknowledgements

I would take this opportunity to thank my research supervisor, family and friends for their support and guidance without which this research would not have been possible.

Table of Contents

ABSTRACTII

ACKNOWLEDGEMENTSIII

CHAPTER 1: INTRODUCTION1

1.1 Background1

1.2 Rationale/Significance of Project4

Problem definition5

1.3 Research aims5

1.4 Objectives5

1.5 Research Questions5

1.6 Chapter Summary6

CHAPTER 2: LITERATURE REVIEW7

2.1 Sponsorship versus ambush marketing7

2.2 Consumer attitudes to ambush marketing10

2.3 Event-connected brand recognition11

2.4 Drivers of 'event-connected brand recognition'11

2.5 ICC Not Alone!!!15

2.6 Legal and Non-legal Perspectives16

2.7 How the ICC-BCCI Differences on the Issue Got Resolved17

CHAPTER 3: RESEARCH METHODS19

3.1 Research Design19

3.2 The sample19

3.3 Selection of survey brands20

3.4 Reliability21

3.5 Validity21

3.6 Ethical Concerns22

CHAPTER 4: RESULTS24

4.1 Research Question 1:24

4.2 Research Question 2:24

4.3 Research Question 3:25

4.4 Research Question 4:26

CHAPTER 5: DISCUSSION27

5.1 Potential sponsor brands28

5.2 Rights holders29

5.3 Potential ambush marketing brands/non-sponsors31

CHAPTER 6: CONCLUSIONS AND RECOMMENDATIONS32

6.1 Limitations33

REFERENCES34

APPENDICES37

Tables37

Figures42

The Impact Of Ambush Marketing With Respect To Fifa World Cup 2006

Chapter 1: Introduction

1.1 Background

During the summer of 2006, UK consumers were exposed to a wealth of football-related promotional activity centred on the FIFA World Cup in Germany (FWC2006). The event provided marketing opportunities for brands from a range of product categories, some linked to football and some not. Such a major global sports event enables major brands to access a diverse international media audience. The 15 official sponsorship partners of FWC2006 each paid approximately $40million in rights fees alone. These fees enable sponsors to leverage their connection to the event via support marketing investment.

The Benefits of ambush marketing to the company employing these should be quite obvious, as it is almost certain that most of us consumers have been influenced by such ...