abhishreshthaa
Abhijeet S
ANSETT AND QANTAS AIRLINES
In the period leading up to the Sydney Games, both Ansett and Qantas Airlines embarked on marketing campaigns that featured athletes, including Olympic athletes. Qantas television advertisements appeared in high density prior to the Games. These advertisements received considerable airtime and public recognition:
At a survey done 42% of all Australian respondents indicated that they thought Qantas was an official sponsor of the Games. Only 15% of the same respondents indicated that they thought Ansett was an official sponsor. Qantas was not an official 2000 Games sponsor. Ansett was an official sponsor.
As the Sydney 2000 Games drew nearer Qantas stepped up its advertising campaign. Qantas sponsored both pre-Olympic meets and the Olympic selection trials for the Australian swimming team. The trials were broadcast from the Olympic swimming pool and the broadcast featured the Qantas name and logo.
Qantas also sponsored the Bledisloe Cup rugby game between Australia and New Zealand which was held at Stadium Australia - the main stadium for the Olympics. A Qantas "flying kangaroo" logo formed on the arena at Stadium Australia featured prominently in Qantas's advertising.
Thus, Qantas was able to establish a link between it and the Olympic Stadium and also between the Australian swimming team and Qantas.
Ansett moved the court against Qantas alleging Ambush marketing. It requested an expedited hearing because of the proximity of the Olympics, which were to start on 15 September. Although the hearing commenced, it settled after several hearing days without a decision from the court. There seems little doubt that Qantas emerged victorious since there was no declaration of infringing conduct or any corrective advertising ordered.
The Qantas advertisements did not feature the Olympic motto, the Olympic symbol, the other Olympic designs or the torch and flame. Similarly, they did not use any of the Sydney 2000 Games indicia. Arguably there may have been a breach of Section 12(1) of the Sydney 2000 Act, which prohibits the use of Sydney 2000 Games images for commercial purposes. However, it is unlikely that the courts will see this type of visual representation as a marketing tactic which, to the reasonable person in the circumstances of the presentation, suggests a connection with the Sydney 2000 Olympic Games. It may, in fact, imply little more than "the encouragement of sporting excellence."
The Ian Thorpe incident:
Nike was the official clothing supplier for the Australian Olympic team. Thorpe was sponsored by Adidas. At a medal presentation ceremony, the swimmer had his towel draped over the Nike logo on his official team tracksuit.
Other incidents
There were many other incidents in the Sydney Olympic Games which could amount to Parasitic Marketing. Optus also resorted to Ambush Marketing at the Sydney Olympics (using Cathy Freeman in promotions prior to the beginning of the games). Undermining the importance of Telstra which was the Olympic Sponsor.
In the period leading up to the Sydney Games, both Ansett and Qantas Airlines embarked on marketing campaigns that featured athletes, including Olympic athletes. Qantas television advertisements appeared in high density prior to the Games. These advertisements received considerable airtime and public recognition:
At a survey done 42% of all Australian respondents indicated that they thought Qantas was an official sponsor of the Games. Only 15% of the same respondents indicated that they thought Ansett was an official sponsor. Qantas was not an official 2000 Games sponsor. Ansett was an official sponsor.
As the Sydney 2000 Games drew nearer Qantas stepped up its advertising campaign. Qantas sponsored both pre-Olympic meets and the Olympic selection trials for the Australian swimming team. The trials were broadcast from the Olympic swimming pool and the broadcast featured the Qantas name and logo.
Qantas also sponsored the Bledisloe Cup rugby game between Australia and New Zealand which was held at Stadium Australia - the main stadium for the Olympics. A Qantas "flying kangaroo" logo formed on the arena at Stadium Australia featured prominently in Qantas's advertising.
Thus, Qantas was able to establish a link between it and the Olympic Stadium and also between the Australian swimming team and Qantas.
Ansett moved the court against Qantas alleging Ambush marketing. It requested an expedited hearing because of the proximity of the Olympics, which were to start on 15 September. Although the hearing commenced, it settled after several hearing days without a decision from the court. There seems little doubt that Qantas emerged victorious since there was no declaration of infringing conduct or any corrective advertising ordered.
The Qantas advertisements did not feature the Olympic motto, the Olympic symbol, the other Olympic designs or the torch and flame. Similarly, they did not use any of the Sydney 2000 Games indicia. Arguably there may have been a breach of Section 12(1) of the Sydney 2000 Act, which prohibits the use of Sydney 2000 Games images for commercial purposes. However, it is unlikely that the courts will see this type of visual representation as a marketing tactic which, to the reasonable person in the circumstances of the presentation, suggests a connection with the Sydney 2000 Olympic Games. It may, in fact, imply little more than "the encouragement of sporting excellence."
The Ian Thorpe incident:
Nike was the official clothing supplier for the Australian Olympic team. Thorpe was sponsored by Adidas. At a medal presentation ceremony, the swimmer had his towel draped over the Nike logo on his official team tracksuit.
Other incidents
There were many other incidents in the Sydney Olympic Games which could amount to Parasitic Marketing. Optus also resorted to Ambush Marketing at the Sydney Olympics (using Cathy Freeman in promotions prior to the beginning of the games). Undermining the importance of Telstra which was the Olympic Sponsor.