AMBUSH MARKETING


From the vibrant opening ceremony to the magical Usain Bolt, London 2012 was a huge success. But for the likes of Adidas, McDonald’s and Coca-Cola—brands that had pumped millions into the event—victory came in a different form: there was next to no ambush marketing, as WIPR finds out.


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In the build-up to London 2012, the London Organising Committee of the Olympic Games (Locog) was undoubtedly anxious. Ambush marketing has a long and rich history in sport, stretching back at least to the Los Angeles Olympics in 1984. Ten, when unofficial partner Kodak sponsored the television broadcasts and the US track team, many viewers wrongly believed the company was an official sponsor.


Showpiece events such as the FIFA World Cup and the Olympic Games are hugely expensive to


World Intellectual Property Review September/October 2012 23


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