Sponsorship of big sporting and cultural occasions has actually ended up being a significant marketing interaction tool, especially when companies acquire unique rights and gather the buzz related to this honor. Concomitantly, ambush marketing-defined as efforts by rivals to make use of the event-has likewise enhanced in prominence. This post describes exactly what is referred to as the Li Ning affair, wherein significant Olympic sponsor Adidas was assailed by lesser-known Chinese sportswear business Li Ning, whose name creator was the most embellished Chinese Olympian and who lit the Olympic flame at the 2008 Beijing Olympiad.
Information gathered instantly following the closing of the Beijing Games separates exactly what we call the Li Ning effect-or, being improperly recognized as a main sponsor-and the favorable impacts this carries procedures of brand name mindset and suggestion possibility. As provided herein, 7 lessons about ambush marketing can be originated from the Li Ning affair, which sponsors and those thinking about sponsorship chance may want to discover.
PUBLICATION DATE: May 15, 2010 PRODUCT #: BH387-HCB-ENG
This is just an excerpt. This case is about SALES & MARKETING
