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

Pepsi's signing of soccer celebrities is an example of ambush marketing, which involves a brand trying to associate itself with a particular event or property without paying the required sponsorship or advertising fees. In this case, Pepsi is trying to reap benefits of the soccer tournament by promoting its brand through soccer celebrities without being an official sponsor.

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