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| "Ambush Marketer" in Dutch is "hinderlaag bemarker". Aaaaaahhhhhhh!!!! |
The organisers of the London Olympics have warned drinks firms against trying to ambush the Games with unofficial brands as happened at the last World Cup. The Bavaria 'ambush' made headlines around the world - just as intended. London 2012 chief executive Paul Deighton issued the warning as he unveiled Heineken UK as the official supplier of lager. He said his team has a "very, very active anti-ambush" unit which will not tolerate the sort of marketing stunts witnessed in South Africa. Why a Dutch beer is the official drinks sponsor of the London Olympics makes perfect sense.
The most notorious involved 36 young women wearing orange mini-dresses advertising the Dutch brewer Bavaria. TV cameras picked them out in the stands at the Soccer City Stadium in Johannesburg during the Netherlands v Denmark match.The women were ejected from the ground and arrested. They also faced threats of legal action. The World Cup ambushers apparently got their tickets from ITV pundit Robbie Earle.
"If someone tries to ambush, I would see it as an attack on one of the most important events in this country in a decade," said Mr Deighton. "Any brand that behaves like that would probably receive quite a negative reaction." He went on: "We are very alert to protecting our partners who, without their contribution, this kind of event cannot happen. We have got to strike the balance right to protecting those rights and on the other hand behaving in a way that is sensible when an ambush is attempted." We at Spyns suggest an even more severe punishment: forcing ambush marketers to watch all 5 seasons of Dutch "Big Brother". Now that's what we call a life sentence. For our many Dutch readers (tongue firmly in cheek) the Dutch translation of "ambush marketer" is "hinderlaag bemarker". Terrifying isn't it?
Under the terms of an iron-clad tier three sponsorship deal, Heineken UK will get exclusive pouring rights for its beers and ciders at all London 2012 venues where alcohol is served. Its brands include John Smiths, Bulmers and Strongbow. The Heineken deal takes London 2012 domestic sponsorship to £670m, leaving it £30m (US$50 million) short of its £700m (US$1.3 billion) target. It has been tasked with raising a total of £2bn from the private sector to help pay for the Games, which are costing around £9.3bn (tired of calculation but it's a very large amount).
Spyns is an active travel company based in Whistler, BC (Canada). For more information about Spyns and our package tours to the 2012 London Summer Olympic Games, including London Olympics hotels, London 2012 tickets, and summer games VIP access, please visit our websites http://www.london-olympiad.com/ http://www.london2012-tours.com/ and http://www.london-tours-2012.com/ or call us toll-free at 1.888.825.4720.
