Is there no such thing as bad publicity?

Karen Bolipata, San Francisco


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 Athlete...


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