Attack or defend? Lessons on ambush marketing from Paddy Power
13 June 2014
Alex Kelham has recently had the article "Attack or defend? Lessons on ambush marketing from Paddy Power" published in Law in Sport.
Love them or loathe them, Paddy Power lead by example when it comes to ambush marketing. It pains me slightly that, by writing this piece, I'm adding fuel to their "no publicity is bad publicity" fire.
However, with the FIFA World Cup rapidly approaching, and lots of brands jumping on the bandwagon, Paddy Power’s recent campaign which involves the bookmaker giving away 'free lions' t-shirts provides an insightful case study.
Alex goes on to discuss the FIFA Guidelines, the UK Protections and Paddy Power's newest campaign in more detail.