AMBUSH MARKETING AND NBA

[abhishreshthaa]

During the 1995 season of NBA marketers from PepsiCo to Burger King Corp. launched high profile sports campaigns without paying the sponsorship money. Official sponsors like Coca-Cola Co. and McDonald's Corp. did nothing to defend their positions with more powerful tie-ins or re-evaluation to their sponsorships altogether.


Taco Bell took advantage of the National Basketball Association labor dispute to organize a pay-per-view bout between endorser Shaquille O'Neal and Hakeem Olajuwon. Taco Bell hinted at a live match up months ago starting the two NBA centers in a TV spot months ago. The two stars competed for a $1 million prize late in the year. The event also had place for secondary sponsorship positions, including Shaq's footwear sponsor. Reebok International and Spalding Sports Worldwide, which had endorsement deals with both stars, were also involved.


Taco Bell also sold specially priced food packages and gave away collectors cups. Taco Bell also did the re-broadcasting of the event and also sold it on video.

 

[jitendra05]

During the 1995 season of NBA marketers from PepsiCo to Burger King Corp. launched high profile sports campaigns without paying the sponsorship money. Official sponsors like Coca-Cola Co. and McDonald's Corp. did nothing to defend their positions with more powerful tie-ins or re-evaluation to their sponsorships altogether.


Taco Bell took advantage of the National Basketball Association labor dispute to organize a pay-per-view bout between endorser Shaquille O'Neal and Hakeem Olajuwon. Taco Bell hinted at a live match up months ago starting the two NBA centers in a TV spot months ago. The two stars competed for a $1 million prize late in the year. The event also had place for secondary sponsorship positions, including Shaq's footwear sponsor. Reebok International and Spalding Sports Worldwide, which had endorsement deals with both stars, were also involved.


Taco Bell also sold specially priced food packages and gave away collectors cups. Taco Bell also did the re-broadcasting of the event and also sold it on video.

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