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Have you ever witnessed a brand swoop in, stealing the spotlight from an event without actually being a sponsor? If so, you've witnessed the art of ambush marketing in action.   . . . . . So, what exactly is Ambush Marketing?  Ambush marketing is a strategic approach where a brand cleverley associates itself with an event or property without paying sponsorship fees. Instead of investing hefty sums into official partnerships, ambush marketers rely on creativity and guerilla tactics to gain visibility and steal attention. The Power of Ingenuity  Ambush marketing thrives on innovation and ingenuity. It's about finding unconventional ways to capture audience attention and align with popular events or properties. One classic example is Nike's "Jumpman" campaign during the 1992 Olympics. Although Reebok was the official sponsor, Nike managed to steal the show by featuring Michael Jordan, whose presence overshadowed Reebok's sponsorship.  Even Burger King scored big with its ambush marketing stunt during the UEFA European Championship. By offering free Whoppers to fans named "Harry" or "Megan" (in reference to Prince Harry and Meghan Markle), Burger King capitalized on the hype surrounding the royal couple, generating buzz both online and offline. While ambush marketing can yield remarkable results, it often sparks debates around ethics. Some argue that it undermines the integrity of official sponsorships and blurs the lines of fair play. However, others view it as a testament to innovation and agility in the competitive marketing landscape.  Ambush marketing is more than just a marketing tactic; it's a demonstration of creativity, resourcefulness, and strategic thinking. By leveraging wit and seizing opportunities, brands can make a memorable impact without breaking the bank. So, the next time you witness a brand stealing the limelight, remember the power of ambush marketing at play.  What are your thoughts on ambush marketing? Do you admire the creativity and resourcefulness displayed by brands, or do you believe it crosses ethical boundaries? I'd love to hear your perspective! #marketingstrategies #marketingdigital #ambushmarketing #perspective #sponsorship #marketingtactics #brandidentity #brandmarketing Nike Burger King Reebok 

Branding Lessons from the Football EM 2024 Watching the Football EM 2024, I realized three key branding lessons that are incredibly relevant to my work. The mix of national identity, culture, and belief projected onto national football teams offers a fascinating parallel to brand building. National Flags as Brands National football teams embody the spirit and identity of their countries, much like brands represent the essence of a company. The flags, colors, and symbols are not just visual elements, they are powerful branding tools that evoke pride, loyalty, and deep emotional connections. Each flag serves as a brand that tells a story of history, culture, and shared beliefs. The Power of Cultural Symbol The cultural symbols and rituals associated with national teams highlight the importance of cultural relevance in branding. Just as fans rally behind their teams, customers rally behind brands that resonate with their values and identity. Incorporating cultural elements into your brand can create a stronger, more personal connection with your audience. Strategic Brand Associations Brands like Adidas leverage the massive visibility of national teams by associating themselves with these powerful symbols. By aligning with national teams, they tap into the pre-existing loyalty and passion of fans, becoming part of the broader cultural narrative. ⏩️ takeaway - Brands, like national identities, are powerful belief systems that evoke deep emotional connections and inspire loyalty, and when combined, they can drive and amplify each other’s impact. #Branding #MarketingStrategy #CulturalBranding #FootballEM2024 #BrandAssociations

When sports brands evolve their identity, it's more than a visual update—it's a response to cultural shifts. In his recent shots article, Mattias Mackler, Creative Director at FutureBrand North America, explores the ongoing balancing act sports brands face between tradition and trend. Successful sports branding isn’t just about aesthetic updates but about creating a deeper, authentic connection with fans. Mackler underscores the contrast between European teams, who maintain historical symbols resonating with long-standing fan bases, and American franchises that frequently adopt trend-driven designs appealing to a younger, diverse audience. These examples illustrate the universal challenge for brands to bridge past traditions with contemporary appeal, engaging across multiple generations effectively. “Whether you’re from Newcastle or New York, the essence of sports branding lies in its ability to capture the heart and soul of a team and its supporters, creating a bond that transcends time and space.” ⚽️ With #Euros and #Copa underway, we’re curious, what's your take on how sports brands can effectively balance heritage with the demands of modern fandom? Share your thoughts below and dive deeper into the dynamics of sports branding in the full article: https://lnkd.in/gBpdUDu7

The past 2 weeks or so have been a bit of a whirlwind, but equally a reminder that we work in the best industry in the world. Since the day I joined The Harry Kane Company I have always taken time to step back, evaluate and remind myself that the role I am in is epic. Well the last two weeks has proven this again in the buck loads. Massive hats off to the entire team (who by the way are all amazing), so much has been achieved in such a short period: 1) First and foremost Harry's incredibly exciting next chapter at FC Bayern München where his Bundesliga International GmbH journey starts tonight on Sky Sports. The comms and social teams have truly ensured that the world know Harry is now an FC Bayern München player. 2) We closed, completed and made the trade announcement for Our Pure Planet where Harry has become part owner and ambassador. Full launch to come very soon, and by the way their products are sensational. Personally Stephen McKinnon and I have built a strong relationship, which was challenging especially as the Aussies retained the Ashes, the Aussies beat our amazing netball team, but I managed to get one back thanks to our sensational #Lionesses (Good luck for Sunday). 3) The Brand and comms team worked extremely closely with one of Harry's investment partners JUST, creating a fantastic campaign. 4) Yesterday we all had the privilege of launching Harry's new lifetime boot deal with Skechers. Working alongside Lee Molyneaux and the Rising Ballers team Eni Shabani, James Mellish and Brendon Shabani, we have collectively developed a campaign that has crescendoed to launch day yesterday, which has been a hugely successful launch. Here's to the years ahead. 5) On Wednesday, we moved a shoot from London to Munich, huge thanks to the brand for their flexibility and we can't wait to announce this global powerhouse brand partnership in the coming weeks. 6) We have secured partner renewals and are working on completing deals with new brand partners. 7) AND finally, we are in conversation with a few other global brands to join us on this exciting journey ahead. On a personal note having spent time working with my coach, one of the tools I have truly adopted is reflection and evaluation. I am someone that can be hard on myself at times, but through this process, I can review and evaluate and grow. Equally as important celebrate and create anchors points for those successes, it's these moments that are important. So what's next...more activations, more brand conversations and one thing can be guaranteed more goals...Best of luck Harry, we will be watching tonight, looking forward to seeing you in those boots 🔥. #football #footballbusiness #footballpartnership #footballsponsorship #brands #brandpartnerships #sustainability #footballboots

Fascinating interview with Gymshark's Chief Brand Officer and a couple of key observations: 1) Keep your brand building blocks SIMPLE - Gymshark focus purely on the "We Own The Gym" space. Too many brands today try to become "everything" but in the end land up being "Masters Of None" when trying to articulate their brand story! 2) Sometimes, as an employee it pays big not to have any association with the sector or industry you're in but create it by being a CUSTOMER first and foremost! 3) Regarding Social Media strategy you don't always need to create a viral post - tap into the conversations and just follow and add to the richness to achieve success! By doing No.1 above simply it will help accelerate your Social Media growth and following (Point 3). #brand #socialmedia #marketing

Can we visualise partnerships in a different way? 👇 We know partnerships are not just a critical revenue source, but they are a key marketing function. The contribution from partners to co-promote both brands can be exceptional, and often outweighs the marketing budgets of the rights-holder property. Yet largely category availability, fee and an element of fit are the main filters when it comes to selecting partners. I think a 'Partner Archetype' filter, based on the classic 'Jung Brand Archetype' should play a role when it comes to more sophisticated brand consideration. By picking a few relevant partner-brand archetypes to your rights-holder, the potential is that you build a suite of partners with distinct Partner roles for your fans. For example, the Hero, Nike, offers a very different activation experience and filter to the Jester, who naturally focuses on entertainment. You job as a commercial and activation team is to ensure you find the right partners to play the roles you are looking for. Thoughts? Want to chat more about this or need partnership support, drop me a message: rich@sports-3.com // Sports 3.0 #Sportsmarketing #Sportsbiz #Sportsindustry

Ambush Marketing Definition and Explanation: Ambush marketing is a strategic move by companies to capitalize on the popularity of a major event without actually being an official sponsor of that event. Essentially, it's a way to associate their brand with the event without paying sponsorship fees. This can often lead to confusion among the public, making them believe that the ambushing brand is an official sponsor when they aren't. Why it's Controversial: Ambush marketing is seen as controversial because it undermines the value of official sponsorships. Companies pay hefty amounts to be official sponsors of major events, and when another brand cleverly associates itself without the costs, it can diminish the value and exposure of the official sponsors. Example: Nike has often been adept at ambush marketing, especially in relation to the Olympic Games. Case in Point: 1996 Atlanta Olympics: 1. Reebok vs. Nike: For the 1996 Atlanta Olympics, Reebok was the official sponsor. However, Nike executed a series of clever marketing tactics to associate itself with the event without infringing on any sponsorship agreements.   2. Nike's Tactics: Nike built an enormous Nike centre right next to the Olympic Village. They also handed out flags with their logo to spectators, which inevitably got featured on TV broadcasts. Additionally, they sponsored several individual athletes who were likely to gain significant media attention during the games. 3. End Result: As a result of their tactics, many viewers came away from the 1996 Olympics with the impression that Nike was an official sponsor, even though it was Reebok who had actually paid for that privilege. Conclusion: Ambush marketing, while ingenious from a strategic standpoint, can be seen as controversial and even unethical by some. Events like the Olympics rely heavily on sponsorship money, and when companies can get the benefits of association without paying the price, it challenges the very model of sponsorship. As a result, over the years, many event organizers have implemented strict rules to prevent such marketing tactics. Brands, in turn, always find creative ways to skirt around these regulations, ensuring that the cat-and-mouse game of ambush marketing continues. Share your views on it. Connect for more such Insights. Feel free to repost the post. #marketing #marketinginsights #casestudies #marketinganalytics #analytics #sales #branding #brandmanagement #productdevelopment #productlifecycle #sales #brandimage #marketingconsultant #managementconsultant #consulting #digitalmarketing #ppc #sem #seo #ads #linkedln #sohailinsights #viralpost #viral #ambushmarketing

MullenLowe Singapore’s campaign film for Unilever's CLEAR draws on audiences' love for crime dramas on streaming platforms, employing familiar television tropes to resonate with viewers and present the issue of dandruff in a relatable manner. Mohamed Elsharkawy, global brand VP for CLEAR Men, said, “Both Erling Haaland and Vini Jr. have been making waves globally with their legendary football feats, each milestone in their careers a testament to their unwavering excellence. This spirit perfectly aligns with what CLEAR Men stands for as a brand—to be inspiring, pioneering, and always pushing boundaries with what we do.” Meanwhile, Subarna Prabhakar, global business director at MullenLowe Singapore, said, “The new take of this CLEAR campaign, which styles its new football superstar ambassadors as detectives instead of portraying them as typically excelling on the football pitch, aims to connect with new generations of consumers who are content-savvy and hungry for impactful storytelling.” #marketing  #campaignfilm #global ------ -[Awards] MARKETECH APAC is launching its inaugural "Marketing Technology Awards" where we recognise the groundbreaking achievements in marketing technology, uniting the brands and tech organisations within the region’s marketing community. Learn how your brand can be a part of it by checking it more details HERE: https://bit.ly/3SVtoIa -[Industry Series] We have launched our latest industry initiative "E-commerce Marketing Series" where we aim to equip businesses with the latest strategies and insights to navigate the dynamic world of e-commerce, as well as discuss cutting-edge concepts, trends, and case studies shaping the future of online commerce. Learn how you can be part of this industry discussion by checking out more details here: https://bit.ly/4aiMEX4 -[Report] Discover the latest trends in omnichannel communications, and explore how mobile messaging channels are preferred by consumers to seek deeper connections with brands by checking out this report HERE: https://bit.ly/3RckF4z

At Flint Hyde we've been surprised that the opportunities and potential for fashion sports partnerships, hasn't been truly tapped into until now. 🏈👗 You could be forgiven for thinking we've "been there, done that", but if you look beyond the traditional sponsorship and sports brands leaning into fashion, we really haven't seen the fashion industry itself unlock the seemingly infinite potential of marketing and collaboration with sport in the way it could. Of course for us, the exciting part is the talent aspect and the roles created.🙌 As the fashion industry undergoes this transformative shift towards unprecedented partnerships with the sports sector, our 20+ years of experience and proven track record in identifying and cultivating top-tier talent uniquely positions us at the forefront of this trend and we are very much looking forward to supporting our clients in taking these opportunities forward. A very insightful case study from The Business of Fashion #sportsindustry #fashion #retail #partnerships #talentacquisition #flinthyde #executivesearch

📚⚽ 𝗧𝗵𝗲 𝗪𝗼𝗿𝗹𝗱 𝗼𝗳 𝗙𝗼𝗼𝘁𝗯𝗮𝗹𝗹 𝗕𝗿𝗮𝗻𝗱𝗶𝗻𝗴 🏟️ The transformation of a club's name into a powerful brand is more than a financial strategy, it's a journey that intertwines 𝘁𝗿𝗮𝗱𝗶𝘁𝗶𝗼𝗻, 𝗶𝗱𝗲𝗻𝘁𝗶𝘁𝘆, 𝗮����𝗱 𝗳𝗮𝗻 𝗲𝗻𝗴𝗮𝗴𝗲𝗺𝗲𝗻𝘁 🌐 🔑 𝗧𝗵𝗲 𝗸𝗲𝘆 𝗹𝗲𝘀𝘀𝗼𝗻 𝗶𝘀 𝘁𝗵𝗮𝘁 𝗮 𝗿𝗼𝗯𝘂𝘀𝘁 𝗯𝗿𝗮𝗻𝗱𝗶𝗻𝗴 𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝘆 𝗺𝘂𝘀𝘁 𝘀𝗲𝗮𝗺𝗹𝗲𝘀𝘀𝗹𝘆 𝗮𝗹𝗶𝗴𝗻 𝘄𝗶𝘁𝗵 𝘁𝗵𝗲 𝗰𝗹𝘂𝗯'𝘀 𝗶𝗱𝗲𝗻𝘁𝗶𝘁𝘆 𝗮𝗻𝗱 𝗳𝗮𝗻𝗯𝗮𝘀𝗲.  It's not just about attracting sponsors, it's about fostering a loyal community and gaining valuable publicity. Football clubs are no longer just providers of ninety-minute spectacles, they're year-round hubs where consumer, cultural, political, and commercial interests converge ⚽🌐 👕 𝗥𝗲𝘁𝗮𝗶𝗹 𝗯𝗿𝗮𝗻𝗱𝗶𝗻𝗴 𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝗶𝗲𝘀 𝗵𝗮𝘃𝗲 𝗲𝗺𝗲𝗿𝗴𝗲𝗱 𝗮𝘀 𝗽𝗶𝘃𝗼𝘁𝗮𝗹 𝗽𝗹𝗮𝘆𝗲𝗿𝘀 𝗶𝗻 𝘁𝗵𝗶𝘀 𝗲𝘃𝗼𝗹𝘂𝘁𝗶𝗼𝗻, 𝘄𝗶𝘁𝗵 𝗳𝗼𝗼𝘁𝗯𝗮𝗹𝗹 𝗺𝗲𝗿𝗰𝗵𝗮𝗻𝗱𝗶𝘀𝗲 𝘁𝗿𝗮𝗻𝘀𝗰𝗲𝗻𝗱𝗶𝗻𝗴 𝗺𝗲𝗿𝗲 𝗽𝗿𝗼𝗱𝘂𝗰𝘁𝘀. A jersey becomes more than a garment, it transforms into a fashion statement and an expression of identity. Fans cherish these items for their intangible worth, and their historical significance, more than their aesthetics or functionality 👚 🤝 Intriguingly, while fans crave discussions about on-field performance, football clubs have ventured into a variety of merchandising products, 𝗿𝗲𝘀𝗵𝗮𝗽𝗶𝗻𝗴 𝘁𝗵𝗲 𝗳𝗮𝗻-𝗰𝗹𝘂𝗯 𝗿𝗲𝗹𝗮𝘁𝗶𝗼𝗻𝘀𝗵𝗶𝗽 𝗳𝗿𝗼𝗺 𝗲𝗺𝗼𝘁𝗶𝗼𝗻𝗮𝗹 𝘁𝗼 𝗲𝗰𝗼𝗻𝗼𝗺𝗶𝗰. This shift reflects the evolving political economy of professional football ⚖️🔄 📈 These insights highlight the delicate dance between branding, fan engagement, and financial sustainability in modern football. It's a reminder that 𝗮 𝘀𝘂𝗰𝗰𝗲𝘀𝘀𝗳𝘂𝗹 𝗯𝗿𝗮𝗻𝗱 𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝘆 𝗺𝘂𝘀𝘁 𝗿𝗲𝘀𝗼𝗻𝗮𝘁𝗲 𝘄𝗶𝘁𝗵 𝘁𝗵𝗲 𝗵𝗲𝗮𝗿𝘁𝘀 𝗮𝗻𝗱 𝗺𝗶𝗻𝗱𝘀 𝗼𝗳 𝗳𝗮𝗻𝘀 𝘄𝗵𝗶𝗹𝗲 𝗺𝗮𝗶𝗻𝘁𝗮𝗶𝗻𝗶𝗻𝗴 𝗳𝗶𝗻𝗮𝗻𝗰𝗶𝗮𝗹 𝘃𝗶𝗮𝗯𝗶𝗹𝗶𝘁𝘆. As we navigate this dynamic terrain, let's celebrate the multifaceted nature of football clubs and their ability to captivate audiences on and off the pitch ⚽🚀 #FootballBranding #FanEngagement #SportsBusiness #FootballClubEvolution #Merchandising