Focusing on global large scale sporting events, our speakers will share their insider knowledge on ambush marketing from a brand and an organiser perspective.
Kate Hawkins and Dan Smith will draw from real life examples from working with brands at the London 2012 Olympics and on the upcoming Commonwealth Games in Birmingham, demonstrating the practical application of the concepts explored.
We will focus on how ambush marketing is perceived from an organiser perspective and a brand perspective, and on the key considerations that brands should keep in mind when planning marketing campaigns around major events.
Additionally, you will leave with a full appreciation on how to advise brands in avoiding falling foul of the rules.
This webinar supports skill set 2.8 online monitoring and enforcement of the Advanced Competency Framework.
Learning outcomes
- A thorough understanding of ambush marketing (i.e. ambush by association, ambush by intrusion, opportunistic ambush)
- The framework in the UK and other countries hosting major events
- The practical dos and don'ts when it comes to marketing linked to major events
Meet your speakers
Dan Smith
Dan is Head of Advertising Law UK LLP.
He has years of experience in ambush marketing, having advised rights-holders, sponsors and non-sponsors in connection with major events dating back to the London 2012 Olympic Games.
He is well versed in working with media owners, rights-holders, agencies and some of the world's biggest brands, to help smooth the process, shaping deals and clearing materials so that they meet creative and commercial objectives
Kate Hawkins
Kate is a Senior Associate at Gowling.
She has recently completed a secondment at the Birmingham Organising Committee for the 2022 Commonwealth Games as Brand Protection Manager.
Kate provides advice on all aspects of advertising and marketing law, including copy clearance, promotions, ASA complaints, partnerships and influencer marketing.
She is an expert in sports marketing and in the development of brand protection and anti-ambush marketing programs in the field of sport
