IDO MOVEMENT FOR CULTURE

Background. Corporations sign sponsorship contracts with sport organizations to promote sales, enhance awareness of their products, and improve their image. The threat of ambush marketing could reduce the number of potential sponsors and therefore limit the growth of Taekwondo as a spectator sport.
Problem and Aim. This study aims to clarify what ambush marketing is, and to provide solutions based on current US law that are applicable to international Taekwondo events.
Methods. A systematic literature review of ambush marketing, US law, and current Taekwondo events was performed. Established methods for ambush marketing prevention were determined and applied to Taekwondo-specific events.
Results. Organizers should first identify their competitors and think proactively about what ambush marketing tactics would be feasible. Second, onsite policing of ambush marketers whose companies may be harmful to the event’s image is essential. Third, a cease and decease letter should be written if an ambush marketing scheme is detected. Finally, organizers should follow up such a letter with legal action with a lawsuit against the ambush marketers.
Conclusion. As ambush marketing may draw attention to Taekwondo events that otherwise would not have received attention outside of a narrow target market, ambush marketing may even facilitate Taekwondo’s growth in popularity. The more attention is given to Taekwondo events that do not have large marketing budgets, the more the Taekwondo industry could see increases in revenue. While ambush marketing is roguish, it could provide wide-reaching positive effects for the Taekwondo industry as a whole.