Sponsorship

Paper Summary:

The paper shows that it comes as no surprise that in the run up to (as well as during) the World Cup in 2002, Pepsi was found exhibiting very aggressive promotional behavior. Its approach was an unapologetic attempt to blunt the effect of the Coca-Cola marketing plan in Japan and South Korea. For this reason, it proves an interesting, individual study (for section one of this paper) in the use of ?ambush marketing? through sponsorship agreement. However, the cola wars have been going on for some time now, and this particular event was but one small battle in the greater struggle for soft-drink-dominance. So, in addition to an appraisal of the problems encountered by the two firms during the 2002 World Cup, this paper also shows how the issue goes back a long way. Sponsorship, after all, has been and still is vital to both company's marketing strategies.

From the Paper:

"In contrast to this official sponsorship, Pepsi was forced to adopt a more indirect approach to maintaining and upholding the recognition of its brand name. They were not able to hang banners within the stadiums and receive television coverage that way so they "ran advertisements featuring a David Beckham [well-known UK soccer player] led soccer team competing against a soccer team of Japanese Sumo wrestlers." ("World Cup," 2002). Also, before the World Cup had even begun, advertisements in Argentina were run "featuring top international soccer players under a banner that read 'Tokyo 2002.'" The goal of this was to imply that Pepsi had some kind of a sponsorship with the 2002 World Cup to be held later in the year in Japan (Bikoff & Jones, 2002). Further attempts using television commercials by Pepsi were found in Ecuador and even the United States."

More papers on Sponsorship:

• Research Paper # 52316 : "Corporate Sponsorship in Sports"
• Argumentative Essay # 98079 : "Child Sponsorship"
• Research Paper # 98712 : "Sports Sponsorship"
• Essay # 89662 : "The Sponsorship Program and the Gomery Inquiry"

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