Ambushing China and the Olympics
April 01, 2008 | BY
clpstaffAmbush marketers, by loose association with an international sporting event, can claim the same benefits of advertising as an official sponsor who will have paid a great deal for that status. This can result in the misappropriation of intellectual property, and allows a marketer to unfairly capitalize on the publicity surrounding an event, such as the Olympics. As China gears up for the Beijing games, this is an important issue that needs to be addressed.
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By Douglas J. Wood*
Much has been written about the upcoming Olympics and how significant they are for China and its global image. There is no other international sporting event that gets more attention and attracts more participants and spectators than the Olympic Games. And by all measures, the 2008 Games in China will be the most widely publicized in history.