Opinion/Feature
Negative Effects Of Ambush Marketing On Sport Assets
By Adrew Ekejiuba
In the ever-dynamic or enterprising world of sports (football inclusive), brands often scramble to gain visibility through sport assets; however, some brands in sheer desperation for cheap visibility have found solace in embracing the controversial practice of ambush marketing in the sports ecosystem.
This tactic involves companies leveraging on the visibility of a sporting event or asset without any formal association or partnership with the managers of such assets like the Nigeria Premier Football League (NPFL) or the President Federation Cup (PFC).
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In the context of Nigerian football, the approach of ambush marketing poses significant dangers, undermining both the integrity of the league and the potential for genuine partnerships with the managers of the league.
However, when a brand strategically positions itself to create the illusion of being a sponsor or a supporter of an event, while in reality, it has no official connection, it is a clear case of ambush marketing which has criminal connotation.
Ambush marketing can manifest in various ways, such as gifting players such as the Most Valuable Player (MVP) award or hosting events around the elite league’s fixtures.
While it may seem like a clever marketing strategy, ambush marketing often leads to confusion among fans, damages the reputation of legitimate sponsors, and diminishes the overall value of the football asset.
To set records straight, the risks created by ambush marketing on a football asset are as follows:
- Erosion of Brand Trust: When companies give awards or gifts to players without an established partnership with the managers of the league, it sends mixed messages. Fans may perceive these actions as disingenuous which ultimately harms the brand’s credibility.
- Undermining Sponsorship Value: Official sponsors invest substantial resources to support the league, however, ambush marketing can dilute their efforts, leading to frustration and potential withdrawal of financial support, thereby jeopardizing the league’s sustainability.
- Legal Repercussions: Brands engaging in ambush marketing run the risk of legal challenges from official sponsors. This can create a toxic environment, thus damaging the brand’s reputation and incurring costly legal battles.
However, in order to avoid ambush marketing by brands, steps to genuine partnership are crystal clear for companies to follow in building authentic relationships with football assets.
- Become an Official Partner: Companies desirous of visibility through an asset can engage with the league and express interest in becoming an official sponsor. This opens doors to marketing opportunities, allowing the brand to leverage its association legitimately.
- Collaborative Campaigns: Companies can work alongside the league to create joint promotional campaigns that benefit both parties. This could involve product activation, community outreach, youth development programmes or fan-engagement initiatives.
- Engage in Transparent Communication: Companies should be open about their intentions and goals. Clear communication with the sport asset manager fosters trust and enhances the potential benefits of collaboration.
Learning from global scenes, the consequences of ambush marketing are evident in advanced climes and are not limited to Nigeria.
During FIFA World Cup and Olympic events, several brands often attempt to hijack the event’s visibility without formal partnerships. This has led to significant backlash from the event organizers, resulting in stricter regulations on marketing around the events. The fallout includes legal disputes and reputational damage, ultimately proving that the short-term gains of ambush marketing can lead to long-term losses.
Similarly, in the UEFA Champions League, ambush marketing or tactics have been met with swift repercussions. The UEFA has consistently taken legal action against brands attempting to capitalize on the event’s visibility without proper sponsorship, illustrating the importance of adhering to established marketing frameworks.
In conclusion, the allure of ambush marketing may seem tempting, but the potential risk far outweighs any perceived benefits. By fostering genuine partnerships and engaging authentically with football assets, brands can contribute to the growth and sustainability of the league while enhancing their own reputation. The path to success lies in collaboration, not subterfuge.
Let’s invest in a future where brands and football assets thrive together and are united by a shared vision of excellence.
Ekejiuba is head media and publicity at GTI and he sent this piece from Lagos Island
Opinion/Feature
Downstream Deregulation: Between Obasanjo’s Half-measures And Tinubu’s Bold Leadership
Opinion/Feature
UNCOMMON SCHOLAR, EXCEPTIONAL ADMINISTRATOR: MY TRIBUTE TO PROF. OLOYEDE AT 70
By President Bola Tinubu
As Professor Ishaq Oloyede turns 70 tomorrow, October 10, I pay a special tribute to this astute administrator, educator, author, and scholar, currently the Joint Admissions and Matriculation Board (JAMB) Registrar.
As the former Vice Chancellor of the University of Ilorin, Prof. Oloyede’s invaluable contributions to the nation through academia and public-sector administration have significantly impacted the academic community.
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His impactful tenure at the University of Ilorin, during which he introduced landmark ideas and innovations that helped the institution attain enviable heights, is on record.
Through patriotic dedication and commitment to his craft, Prof Oloyede imparted knowledge and character to thousands of students who underwent his teaching during his glorious and impactful academic career.
Indeed, the bedrock of development lies in education. Developing nations, including Nigeria, are in dire need of more scholars like Prof. Oloyede. His selfless sacrifices and innovative approaches to learning and leadership give hope for a brighter future.
Perhaps more remarkable is Prof. Oloyede’s transformative leadership at JAMB. He pioneered and sustained a series of reforms and technological innovations that have made the admission process in Nigeria transparent and credible.
In his eight years of stewardship at the board, thus far, Prof. Oloyede has demonstrated an uncommon commitment to financial integrity and accountability in public service. He has also raised the bar in administration and management.
I am proud of Prof. Oloyede’s accomplishments.
The nation owes the Professor of Islamic Jurisprudence a debt of gratitude for transforming JAMB, traditionally a non-revenue-generating government agency, into a consistent contributor to the national treasury through efficient financial management. His contributions to JAMB are invaluable and greatly appreciated.
On this occasion of his 70th birthday, I join members of the academic community, students, JAMB staff, and well-wishers in celebrating this scholar who, in words and deeds, has also done a lot to propagate the Islamic religion.
I pray that Almighty Allah will continue to honour the distinguished professor with health, wisdom and strength to serve the nation for many more years.
Opinion/Feature
Clarification On NNPCL Refinery Operations
By Sen. Heineken Lokpobiri PhD
My attention has been drawn to statements made by Engr. Kamoru Busari, Director of Upstream in the Ministry of Petroleum Resources, who represented me at a recent conference in Lagos. I wish to categorically state that the claim that I directed the Nigerian National Petroleum Company Limited (NNPCL) to stop running its own refineries and focus solely on equity participation in other refineries is false. This does not represent my position as Minister overseeing the oil sector, nor does it reflect the stance of the Federal Government.
It is important to clarify that NNPCL is a company governed under the Companies and Allied Matters Act (CAMA), with a functional board and management. The Ministry of Petroleum Resources does not control or run NNPCL, as it operates independently like any corporate entity.
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The oil and gas sector is fully deregulated, and the Nigerian government remains committed to promoting in-country refining. We encourage companies, including NNPCL, to operate independently, following global best practices. While we provide strategic guidance, we do not interfere directly in the operations of these companies.
I reaffirm our commitment to supporting the growth and independence of NNPCL, ensuring that its operations are in line with international standards for efficiency and transparency and profitability.
Sen. Heineken Lokpobiri PhD, Minister of State Petroleum Resources (Oil), wrote from Abuja, Nigeria