Danielle Stiebel, Associate , Myers, Fletcher & Gordon (MF&G), during her presentation on “Ambush Marketing”.
Ambush Marketing is “a promotional tactic designed to associate a company, product or service with a particular event, or to attract the attention of people attending the event, without payment being made for an official sponsorship”, attorney Danielle Stiebel of Myers Fletcher & Gordon (MF&G) said in delivering a presentation on “Ambush Marketing” at a Wednesday Morning Breakfast Seminar hosted by the Jamaica Chamber of Commerce (JCC) and MF&G recently at the New Kingston Conference Centre.
Stiebel cautioned that marketers while being creative in their campaigns must avoid infringing various event players’ rights. In like manner, she said that in order to safeguard against ambush, sponsors must prepare well drafted sponsorship agreements that adequately protect their rights and provide for sufficient remedies in the event of breach. She also emphasised the need for organisers/promoters to be more vigilant in protecting sponsorship rights through proper protective and enforcement measures.
Earlier this year there was an outcry by Cable & Wireless one of the major sponsors at Boys and Girls alethic championship in Kingston about ambush marketing by one of it’s competitors at the event raising awareness in the topic.
