January 31, 2011


Ambush Marketing

The Super Bowl is upon us. Throughout the week you'll hear advertisers hawking the virtues of their product as they tie it in to the "Big Game".

We all know what the "Big Game" is, it's the Super Bowl, but most advertisers can't use that words Super Bowl.  They can't use the words for the simple reason that they aren't authorized by the NFL to use that trademark. The New York Times had a good article on this type of ambush marketing.


And you can't do ambush marketing for charity, either

Captain Morgan (the distilled beverage) made an effort to promote its brand by donating to the Gridiron Greats Assistance Fund, which has  non-profit status, and is helping retired NFL players with various hardships.

A player striking a pose imitating the Captain Morgan pirate is an example of what won't float.

According to NFL spokesman Greg Aiello, “The issue is that players are specifically prohibited under our policies from wearing, displaying, promoting or otherwise conveying their support of a commercially identified product during a game while they’re on the field,” Whether it’s rum or soft drinks or any other commercial product, that type of promotion is prohibited.”

Here's a good summary of anti-ambush marketing preparations being undertaken for the Super Bowl.