Thursday, May 8, 2008

'Ambush marketers are thieves and “free riders” that usurp value created by others for personal commercial gain'

Should we legislate on ambush marketing?

Can a non-sponsor purchase and use advertising space around tournament venues without any official association with the event? Without any legislation to avoid such sticky issues, we might be well headed for bigger showdowns as India readies itself to play host to ICC Cricket World Cup in 2011 and before that, Commonwealth Games in 2010, says Nandan Kamath, Director of sports consulting company GoSports...
“That said.. there really isn’t a black-and-white moral or ethical argument against ambush marketing. The case for legislation must be made on rational economic grounds in the public interest and in the specific Indian context. The case for legislation seems a strong one, especially from the perspective that the Indian sports ecosystem needs a catalyst that large-format events can provide,” Kamath said in an e-mail interview with Brand Line.


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