IJSRP, Volume 5, Issue 5, May 2015 Edition [ISSN 2250-3153]
Ms. Rekha K.G
One of the early definitions of the ambush marketing was developed by (Meenaghan, 1994) and it was described as “the practice whereby another company, often a competitor, intrudes upon public attention surrounding the event, thereby deflecting attention toward themselves and away from the sponsor”. The sponsorship of any event is expensive action which requires planning and execution to get the expected financial reward. The brand or company which gets the official sponsorship contract is relieved to make its plans a reality. But the ambushers are spoiling the fun and reward of the official sponsors. They are making use of any and every opportunity to exhibit their logo and brand names within the event. The study aims to identify the technique of marketing used in popular sports events called ambush marketing. The application of the technique was visible during the popular cricket league tournament Indian Premier League during its 2013 season. The official sponsors of the tournament were beverage giant PepsiCo. An invasion of the arch rival Coca Cola was noticed. It also made Pepsi to act and take counter-measures. The research paper focuses on the application of the marketing strategy by the competitors.