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.
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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