Join our
LinkedIn Group


Videos

Perth Stadium timelapse

A video showing progress on Australia’s Perth Stadium development. The 60,000-seat multipurpose stadium is on track for an early 2018 opening, with construction reported to be 70% complete.

Click image to view video

Watch Philips Arena transformation

Taking on the daunting challenge of hosting five events in as many days, the team at the Atlanta Hawks’ Philips Arena transforms the venue over a single 99-hour period.

Click image to view video

All change at Golden 1 Center

The team at Golden 1 Center takes on the challenging task of holding four different events in just four days.

Click image to view video

News

2012 set to become marketing battleground

The conclusion of a study undertaken by experts at the Centre for the International Business of Sport (CIBS) based at Coventry University Business School indicates that official sponsors, event organisers and consumers should expect a spring and summer of intense ambush marketing activity ahead of the London 2012 Olympic Games and the UEFA European Championships in Poland and Ukraine.

Ambushing involves the rivals of event partners, or official sponsors, trying to pass themselves off as official event sponsors or deflect people’s attention away from the official sponsors. Ambushers historically have engaged in activities such as the execution of stunts, smuggling products into event venues, and using star performers who are not signed to endorse products for event partners.

Over the last four years, the CIBS research team has gathered and analysed evidence from more than 600 cases of ambushing at sporting events in several countries, including the UK, the USA, Germany, Poland and China. The research indicates how widespread and increasingly prevalent ambushing has become over the last three decades.

With a growing number of ambushing cases likely to emerge as the year progresses, the implications are likely to be serious:

For sporting events, although legislation is sometimes in place to protect against ambushing, significant extra costs are often incurred, for instance in protecting against and policing it.

For official sponsors, ambushing potentially undermines the return on their investment in event sponsorship deals.

For consumers, ambush can create a great deal of confusion and cause them to be misled. Consumers may also be affected by the policing of ambushers and the protection of official sponsors, potentially raising questions about people’s rights when entering venues or exclusion zones.

Professor Simon Chadwick, chair in Sport Business Strategy and Marketing at Coventry University’s Business School and one of the academics behind the study, said:

“This summer’s mega sporting events are likely to be as interesting off the field as they are on it. Ambushers are set to pounce to ensure that official partners and sponsors don’t have things their own way. We are likely to see ambushers engaged in activities ranging from rival advertising through to the distribution of free gifts and the use of images deliberately designed to mislead consumers about who the ‘official’ sponsors are.

“Host countries are undoubtedly learning the value of legislation to protect official sponsors at past Olympic Games, and the importance of appropriate legal action. Event rights holders must now consider even greater exclusive marketing zones surrounding venues, and a continued presence of ‘ambush police’ with the authority to protect their sponsors’ investment, in order to prevent ambushers from capitalising on the attention surrounding these mega events.”


Read Latest Issue

Web Exclusives

Reno Aces and Reno 1868 FC bringing larger video displays to Greater Nevada Field

New main video and outfield displays to be installed in 2017
Click here to read more



HKS selected to design new ballpark for Arlington

Sports and entertainment design firm was architect of record on Globe Life Park in Arlington
Click here to read more



Tottenham Hotspur releases stadium update, new virtual view of under-construction venue

Premier League club reveals progress on North London project, plus new information, images and video of planned 61,000-seat stadium
Click here to read more



Nissan, Eaton and The Mobility House sign 10-year deal to increase energy efficiency at Amsterdam Arena

Amsterdam Arena, home to Ajax, will feature back-up power provided by a new system using recycled electric vehicle batteries
Click here to read more



Sheffield-based SCX to build second retractable roof at Wimbledon

UK engineering company to build the second retractable roof at the All England Lawn Tennis Club’s Number 1 Court
Click here to read more




Submit your industry opinion

Industry BlogDo you have an opinion you'd like to share with the stadia community? We'd like to hear your views and opinions on the leading issues shaping the industry. Share your comments by sending up to 500 words to matt.ross@ukipme.com

Submit Your Recruitment Ad

Recruitment AdTo send us your recruitment advertising or to receive information on placing a banner please email john.doherty@ukipme.com