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Ben Sturner, president and founder of sports marketing firm The Leverage Agency, talks about ambush advertising (The Wall Street Journal, June 22, 2010).  This is where a non-sponsor advertises around a sports event, diluting the benefits of the official sponsor, often confusing consumers who might believe the “ambusher” is the real sponsor.  When I worked at Kodak years ago, we lost sponsorship of the Olympics to Fuji — but Kodak ambushed Fuji and most consumers thought Kodak was the official sponsor.  You could show this during class when talking about Promotion and particularly sponsorship.  This might be relevant with a few big upcoming sporting events (Super Bowl and Winter Olympics).  It certainly raises ethical questions.  An instructor might also talk about how this effects the value of the sponsorship and what an event might do to minimize the effects of ambush advertising.

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