Ambush Marketing: You Say Guerilla, I Say Gorilla

The World Cup is all the rage all over the world, except here in Uncle Sam's backyard. With games full of non-stop action and warlike strategy, it's routine to see athletes soaring across the field full of sweat, passion and pain - and plenty of exaggerated pain as well. I fear Dennis Rodman missed his true calling.

Apparently the clashes rage not only on the field, but also in the corner corporate offices. The mega-media attention surrounding the World Cup means big bucks for sponsors and advertisers. And instead of dishing out red cards, they're taking away orange pants.

According to BBC News, "Up to 1,000 Dutch fans watched their side play Ivory Coast in their underpants on Friday after they were denied entry to Stuttgart's stadium for wearing orange trousers with the name of a Dutch brewery which was not an official sponsor. Faced with missing the game or ditching their orange lederhosen - given away by the brewery - they made the obvious choice. FIFA officials said the trousers were an attempt at so-called ambush marketing - where a company tries to gain free publicity - and that they had to act to protect the interests of sponsors."

The orange pants, apparently in the form of lederhosen, were part of a marketing plan developed by Bavaria NH, a (clever) Dutch brewery. Attached to the pants was a special lion's tail, the lion being the national emblem of the Netherlands. But with Anheuser Busch as one of the 15 official partners at the World Cup, FIFA frowned upon the tactic.

While this form of guerilla marketing left a few folks in the stands looking like gorillas, the fully-clothed fans far outnumbered them. An amusing tale! The incident is indicative of the growing trend of companies "owning" major events through sponsorships. And the fine print is becoming increasingly complex.

I love the creativity behind ambush marketing, especially in this event. They got solid press coverage in an inventive manner. But to be fair, FIFA is only right to play watchdog in order to protect its corporate partnerships. I don't think people mind seeing blanket advertising for Bud Light or Adidas at events like these, but when the sponsorships impose restrictions on what fans can wear, eat or drink, then one can only presume the lion will roar.