Is there no such thing as bad publicity?
Though Budweiser was the official beer company sponsor of the 2010 World Cup, it was rival Bavaria that got all the attention.
The Dutch brewer received significant media
coverage last year when a large contingent of women attended
the Holland versus Denmark game in orange minidresses bearing
its logo. The stunt led to arrests and charges by FIFA that the
company had engaged in ambush marketing. As South African
authorities attempted to sort out what led to the incident, the
game was over. Bavaria, meanwhile, had made an impact.
"Ambush marketing is the type of thing where
there’s no such thing as bad publicity," Ayala
Deutsch, NBA’s senior vice president and chief
intellectual property counsel, said yesterday at the panel
Trademarks in Sports: Ambush Marketing and Protecting
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