--- title: "Ambush Marketing at Rugby Fest is Not Cricket" description: "The Rugby World Cup (RWC) is the showpiece event for rugby union, and this year's world cup in Japan will be one of the most watched" image: https://spoor.com/wp-content/uploads/2021/02/Consumer-Advertising-and-Regulatory.jpg canonical: https://spoor.com/zh/ambush-marketing-at-rugby-fest-is-not-cricket/ url: https://spoor.getmd.ai/zh/ambush-marketing-at-rugby-fest-is-not-cricket/.md last_converted: 2026-10-24T18:06:37.366Z --- ```json { "@context": "https://schema.org", "@graph": [ { "@type": "Article", "@id": "https://spoor.com/ambush-marketing-at-rugby-fest-is-not-cricket/#article", "isPartOf": { "@id": "https://spoor.com/ambush-marketing-at-rugby-fest-is-not-cricket/" }, "author": { "name": "Reinard Krüger", "@id": "https://spoor.com/#/schema/person/237c08b54746a8ae0a7ddf933b618261" }, "headline": "Ambush Marketing at Rugby Fest is Not Cricket", "datePublished": "2019-04-29T08:26:37+00:00", "dateModified": "2025-01-14T19:59:50+00:00", "mainEntityOfPage": { "@id": "https://spoor.com/ambush-marketing-at-rugby-fest-is-not-cricket/" }, "wordCount": 474, "commentCount": 0, "publisher": { "@id": "https://spoor.com/#organization" }, "image": { "@id": "https://spoor.com/ambush-marketing-at-rugby-fest-is-not-cricket/#primaryimage" }, "thumbnailUrl": "https://spoor.com/wp-content/uploads/2021/02/Consumer-Advertising-and-Regulatory.jpg", "articleSection": [ "News Article" ], "inLanguage": "zh-Hans", "potentialAction": [ { "@type": "CommentAction", "name": "Comment", "target": [ "https://spoor.com/ambush-marketing-at-rugby-fest-is-not-cricket/#respond" ] } ] }, { "@type": "WebPage", "@id": "https://spoor.com/ambush-marketing-at-rugby-fest-is-not-cricket/", "url": "https://spoor.com/ambush-marketing-at-rugby-fest-is-not-cricket/", "name": "Ambush Marketing at Rugby Fest is Not Cricket - 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29 4 月 2019 ### 橄榄球世界杯 (RWC) 是橄榄球联盟的盛会，今年在日本举行的世界杯将成为今年最受关注的体育赛事之一。 2019 RWC的全球合作伙伴包括喜力、阿联酋、路虎和万事达等跨国公司，官方赞助商包括佳能和NEC。这些公司与官方供应商、被许可方和广播公司一起进行了大量投资，以获得与这一重大事件相关的曝光率和商誉。然而，这种商誉的价值可能会被有效的伏击营销策略稀释。 埋伏营销是体育赛事的非赞助商有意制造他们是官方赞助商的印象——未经组织者授权。 伏击营销者试图削弱作为赛事官方赞助商的竞争对手的活动，而无需支付一分钱。此类活动混淆了公众，并不公平地利用公众和媒体在活动中的利益来获得其产品的曝光率。 之前 RWC 的例子包括 O（2015 年英格兰 RWC 的非赞助商）在其“穿玫瑰”活动中向粉丝赠送了 50,000 件品牌 T 恤；三星（另一个非赞助商 RWC 2015）因其“橄榄球学校”活动而受到关注，该活动以英国名人和前英格兰橄榄球运动员为主角，播放有关橄榄球的幽默视频。 在 2011 年新西兰 RWC 期间，一家成人娱乐场所的员工穿着高跟鞋和全黑制服，在惠灵顿体育场外分发二合一传单。 大多数主办国，包括南澳，都制定了具体的立法来打击伏击营销，并在活动前创建所谓的“清洁区”。事实证明，该立法非常有效，并提供了商业合作伙伴支付的排他性。 SA 申办 2023 RWC 的最大卖点之一是其严格的伏击营销立法，该立法是在 2010 年国际足联足球世界杯之前制定的。 《商品标记法》等规定了“清洁区”，而《消费者保护法》则防止了协会的伏击营销。 今年的主办国日本决定不制定打击伏击营销的具体立法。日本橄榄球联盟选择依靠现有的商标、竞争和版权立法来打击 RWC 期间的这种做法。他们说，这些法律禁止伏击营销人员使用的大多数策略。 日本立法对任何违规行为都有严厉的处罚。侵犯商标权或版权的人可处以长达 10 年的监禁、不超过 1000 万日元（120 万卢比）的罚款，或两者的组合。 因此，跳羚支持者前往日本观看跳羚在横滨击败全黑队时，宁愿将您的品牌横幅留在家中，而是带上您的南非国旗。