Negative effect of ambush marketing on sport assets

By Andrew Ekejiuba

In the ever-dynamic or enterprising world of sports (football inclusive), brands often scramble to gain visibility through sport assets; however, some brands in sheer desperation for cheap visibility have found solace in embracing the controversial practice of ambush marketing in the sports ecosystem.

This tactic involves companies leveraging on the visibility of a sporting event or asset without any formal association or partnership with the managers of such assets like the Nigeria Premier Football League (NPFL) or the President Federation Cup (PFC).

In the context of Nigerian football, the approach of ambush marketing poses significant dangers, undermining both the integrity of the league and the potential for genuine partnerships with the managers of the league.
However, when a brand strategically positions itself to create the illusion of being a sponsor or a supporter of an event, while in reality, it has no official connection, it is a clear case of ambush marketing which has criminal connotation.
Ambush marketing can manifest in various ways, such as gifting players such as the Most Valuable Player award or hosting events around the elite league’s fixtures.
While it may seem like a clever marketing strategy, ambush marketing often leads to confusion among fans, damages the reputation of legitimate sponsors, and diminishes the overall value of the football asset.

To set records straight, the risks created by ambush marketing on a football asset are as follows:

1.Erosion of Brand Trust: When companies give awards or gifts to players without an established partnership with the managers of the league, it sends mixed messages. Fans may perceive these actions as disingenuous which ultimately harms the brand’s credibility.

2. Undermining Sponsorship Value: Official sponsors invest substantial resources to support the league, however, ambush marketing can dilute their efforts, leading to frustration and potential withdrawal of financial support, thereby jeopardizing the league’s sustainability.

3.Legal Repercussions: Brands engaging in ambush marketing run the risk of legal challenges from official sponsors. This can create a toxic environment, thus damaging the brand’s reputation and incurring costly legal battles.
However, in order to avoid ambush marketing by brands, steps to genuine partnership are crystal clear for companies to follow in building authentic relationships with football assets.

1. Become an Official Partner: Companies desirous of visibility through an asset can engage with the league and express interest in becoming an official sponsor. This opens doors to marketing opportunities, allowing the brand to leverage its association legitimately.

2.Collaborative Campaigns: Companies can work alongside the league to create joint promotional campaigns that benefit both parties. This could involve product activation, community outreach, youth development programmes or fan-engagement initiatives.

3.Engage in Transparent Communication: Companies should be open about their intentions and goals. Clear communication with the sport asset manager fosters trust and enhances the potential benefits of collaboration.

4. Learning from global scenes, the consequences of ambush marketing are evident in advanced climes and are not limited to Nigeria. During FIFA World Cup and Olympic events, several brands often attempt to hijack the event’s visibility without formal partnerships.

This has led to significant backlash from the event organizers, resulting in stricter regulations on marketing around the events. The fallout includes legal disputes and reputational damage, ultimately proving that the short-term gains of ambush marketing can lead to long-term losses.
Similarly, in the UEFA Champions League, ambush marketing or tactics have been met with swift repercussions. UEFA has consistently taken legal action against brands attempting to capitalize on the event’s visibility without proper sponsorship, illustrating the importance of adhering to established marketing frameworks.

In conclusion, the allure of ambush marketing may seem tempting, but the potential risk far outweighs any perceived benefits. By fostering genuine partnerships and engaging authentically with football assets, brands can contribute to the growth and sustainability of the league while enhancing their own reputation.

The path to success lies in collaboration, not subterfuge. Let’s invest in a future where brands and football assets thrive together and are united by a shared vision of excellence.