We have all heard of ambush marketing. It was evident in 2006 at the FIFA World Cup prior to Australia’s crucial final group game against Croatia. A small plane flew over Stuttgart promoting Qantas flights. Emirates the airline who had paid hundreds of millions of dollars to sponsor the tournament were far from happy and air traffic control apparently were soon in touch with the pilot who was told in no uncertain terms to remove himself from that air space.
It would appear that new sports television station in the UK, BT Sport have achieved a similar ambush. They have paid to be the shirt sponsor for Edinburgh and Glasgow’s rugby jersey’s for the Heineken Cup. While the event itself will be broadcast by their main rival Sky Sports.
The main winner in this battle is the Scottish Rugby Union who believe it or not own the clubs, and also pocket the money from Sky.