abhishreshthaa
Abhijeet S
IBM, AT&T AND XEROX
The Summer Olympics at Atlanta in 1996 saw a clash of interest between the sponsors of the event. IBM occupied a sponsorship category - technology whereas, companies like AT&T and Xerox, were also Olympic sponsors, in the computing and communications area. BellSouth Corp. and Scientific Atlanta
The Games could not restrict parasitic efforts through media as the TV rights commanded a high fee and it was not possible for a Television Network to sell media only to Olympic sponsor, opening the doors to non-sponsors with advertising inspired by Olympic imagery. Networks like NBC, which spent $450 million for the Atlanta Olympics, cannot be expected to sell media slots only to Olympic sponsors, they have to make money back.
The only thing the Olympic organizers could do was to carry out an aggressive public relations campaign against ambushers. They also took help of celebrity endorsers and cross-promotion among sponsors designed to reinforce their official rights holder status.
Parasitic Marketing is the "Rosie Ruiz" of the corporate sponsorship, in which an advertiser tries to show up at the finish line of an event without any sweat on its gym shorts.
The Summer Olympics at Atlanta in 1996 saw a clash of interest between the sponsors of the event. IBM occupied a sponsorship category - technology whereas, companies like AT&T and Xerox, were also Olympic sponsors, in the computing and communications area. BellSouth Corp. and Scientific Atlanta
The Games could not restrict parasitic efforts through media as the TV rights commanded a high fee and it was not possible for a Television Network to sell media only to Olympic sponsor, opening the doors to non-sponsors with advertising inspired by Olympic imagery. Networks like NBC, which spent $450 million for the Atlanta Olympics, cannot be expected to sell media slots only to Olympic sponsors, they have to make money back.
The only thing the Olympic organizers could do was to carry out an aggressive public relations campaign against ambushers. They also took help of celebrity endorsers and cross-promotion among sponsors designed to reinforce their official rights holder status.
Parasitic Marketing is the "Rosie Ruiz" of the corporate sponsorship, in which an advertiser tries to show up at the finish line of an event without any sweat on its gym shorts.