Although, Coca-Cola was the official sponsor of the 2002 World Cup Soccer, Pepsi managed to sign up some of the biggest soccer celebrities, including England's soccer star David Beckham.In event sponsorship, this is an example of _____.
A)guerilla marketing
B)ambush marketing
C)passive marketing
D)active marketing
E)cooperative marketing

Question

Quizplus · Accepted Answer

This is an example of ambush marketing, where a brand not officially sponsoring an event still manages to associate itself with the event by other means, such as sponsoring prominent participants or engaging in promotional activities near the event venue. Pepsi did this by signing up famous soccer players, thereby associating itself with the World Cup without being an official sponsor.

Although, Coca-Cola Was the Official Sponsor of the 2002 World