Future of Ambush Marketing
For the 2011 Rugby World Cup and the 2015 Cricket World Cup, New Zealand has enacted laws to combat ambush marketing, according to former Sports Minister
The London Olympic Games and Paralympic Games Act 2006 contains provisions to attempt to restrict ambush advertising at the 2012 Summer Olympics and the London Organising Committee of the Olympic and Paralympic Games (LOCOG) announced that it would attempt to crack down on the relatively new form of online keyword ambush marketing. A study by the Global Language Monitor found that many non-affiliated brands, such as Subway, Red Bull, and Sony are among the top rated on GLM's Brand Affiliation Index (BAI). The BAI measures the perceived relationship between London 2012 and the particular brand.]
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