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Ambush marketing is the name given by an event proprietor to any marketing campaign which takes place around the event but does not involve payment of a sponsorship fee to the event. For most events of any significance, one brand will pay to become the exclusive and official sponsor of the event in a particular category or categories, and this exclusivity creates a problem for one or more other brands. Those other brands then find ways to promote themselves in connection with the same event, without paying the sponsorship fee (since even if they were willing to do so, they are barred by the existing sponsor's exclusivity) and without breaking any laws.
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With over $200 million invested in an Olympic sponsorship, Adidas is one of the prime sponsors of the Olympic Games in Beijing. You can see their logo plastered all over the place, on buildings, signs, and most importantly on many of the athletes competing in the 29th Olympiad. However, Adidas received a huge surprise when former six-time Olympic medalist Li Ning was chosen to be the final torchbearer. As the founder and head of a rival athletic apparel company, Ning stands to benefit tremendously from the opening ceremonies.
Li Ning was selected to symbolize the progression China has made over the last three decades. Today his apparel company, which goes by his name, is the third-largest sportswear company in China, trailing Adidas and Nike. While Ning’s company will benefit from the exposure, it’s uncertain exactly how far reaching this exposure will be. For many, Ning was just a man suspended 75 feet in the air lighting the torch. Ning was not outfitted in his own apparel, but rather was sporting that of Olympic sponsor, Adidas. However, many in China knew it was Li Ning lighting the torch and very few could tell he was wearing Adidas. In fact, many assumed the white warm-up he was wearing was probably from Li Ning’s company.
Was Li Ning’s selection to be the final torchbearer at the 29th Olympiad a calculated attack on apparel giants Adidas and Nike? Or was it simply a fitting reward for a man who has meant so much to his Country?
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