Sporting sign wars: advertising and the contested terrain of sporting events and venues

Abstract

Local sporting stadia exist as sought after promotional platforms for multinational corporations to associate their brands with major international mega-sporting events. However, in conjunction with a global climate of corporate sign wars (Goldman and Papson, 1996) and the continued threat of ambush marketing, these sporting spaces exist as contested terrains where a range of power relations are effectively played out at the global-local nexus. In this paper, we examine issues pertaining to ambush marketing and the brand protection/clean venue policies employed by local organising committees in two case studies: the 2000 Sydney Olympics and the 1999 FIFA Under-17 World Soccer Championships in New Zealand. We identify similar strategies utilised at both sporting events to protect official sponsors while discussing some of the implications of these issues on the lived experiences of spectators and citizens who are inevitably connected to the wider structures of power operating within and through these local sporting spaces.Reference to this paper should be made as follows: Scherer, J., Sam, M. and Batty, R. (2005) 'Sporting sign wars: advertising and the contested terrain of sporting events and venues', Int.

Ambush Marketing and the Right of Association: Clamping Down on References to That Big Event with All the Athletes in a Couple of Years

“…The regulation of ambush marketing by intrusion offers a clear illustration. Event organizers have long used contract law to restrict ambush marketing by intrusion by controlling elements such as what fans can wear or bring into the stadium, what products can be sold on venue grounds, as well as what types of ads may be placed in and around the venue (Gallu, 2008;Scherer, Sam, & Batty, 2005). Indeed, the IOC now requires organizing committees to acquire, well in advance, all outdoor advertising space within a certain radius of event venues, and to make that space available only to official sponsors of the Olympic Games (Curthoys & Kendall, 2001).…”

Winning the Olympic marketing game: recall of logos on clothing, equipment and venues at the 2006 Winter Olympics

“…Official sponsors are often at odds with one another as they vie for the attention of the same audience (Scherer et al, 2005). Olympic marketing has thus been divided into two groups: the official sponsors and everyone else.…”

In-stadium sponsorship evaluation of a mega-sponsee: the 2004 Grey Cup

“…Recent literature on sponsorship evaluation (e.g. Scherer et al, 2005) discusses promotions at mega-event venues and the forces that influence its success. This research continues this work with an empirical evaluation of two in-stadium sponsorships at a mega-event, with the aim of better understanding the evaluation of sponsorships in specific environments or contexts.…”