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About IEG > Sponsorship Blogs > Lesa Ukman > February 2010

The Other Side Of The Current Ambush Marketing Debate

Posted: 2/16/2010 2:59:14 PM by Lesa Ukman | with 0 comments

With the Vancouver Games underway, the IOC and USOC are hoping to create a backlash against ambush marketing.

Hmmm…just because their efforts didn’t work in the ’80s, ’90s or ’00s doesn’t mean our collective sense of social justice won’t kick in on behalf of the mega brands sponsoring in 2010. Don’t you know lots of people whose horror over Haiti, concern for friends and family out of work, etc. pales in comparison to our moral outrage at Verizon Wireless—sponsor of U.S. Speedskating—for stealing thunder from poor little USOC sponsor AT&T?

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Filed under: servicing, ambush marketing

What I’m Reading

Posted: 2/4/2010 4:04:19 PM by Lesa Ukman | with 0 comments

I read everything Cory Doctorow writes, and when I got his newest book, Makers, I suspected it would be a binge read, i.e., an all-nighter.

It was. Set in the near future—the U.S. is a third-world country, drugs have eradicated obesity and a tanking Disneyland is catering to Goths—the book's heroes are a pair of indie, open source creators who mine garbage dumps for the electronics in the trashed products and empower squatters and homeless with tools to be self-sustaining. Funny, insightful and alarmingly close to reality.

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Filed under: cause marketing

Should Sponsors Be Obligated To Promote Property Values: A Debate

Posted: 2/1/2010 3:54:35 PM by Lesa Ukman | with 0 comments

The following is an email exchange between Victory Sports Marketing’s Gordon Kane and me. I thought our divergent points of view regarding the responsibilities sponsors have to properties—in particular Olympic partners—would make for interesting reading. (I have made just a few slight edits of some extraneous material to improve readability.)

I welcome your thoughts on the subject.

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Filed under: trends, what is sponsorship, olympics

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About the Author

Lesa Ukman is the founder and chairman of IEG. With the launch of IEG Sponsorship Report in 1982, she created a publication that defined an industry now worth more than $44 billion. She continues to define new and better ways for companies to get closer to their customers through sponsorship, including her current pioneering work developing the new industry standard for measuring the results of sponsorship, offered through IEG’s ROI Services. Follow Lesa on Twitter!

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IEG’s Sponsorship Blog

The Other Side Of The Current Ambush Marketing Debate

What I’m Reading

Should Sponsors Be Obligated To Promote Property Values: A Debate

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