Sponsorship: Guerrilla marketing - where is it now?

David Atkinson

With 12 months passed since London 2012, and just a year to go until the 2014 World Cup in Brazil and the Glasgow Commonwealth Games, it seems a good time to consider the state of ambush, or guerrilla, marketing in the sports world.

There's no doubt the threat of guerrilla marketing occupied the thoughts of those involved in London 2012 as never before. But the Olympics also formed a landmark in the way that guerrilla marketing was managed for major global events.

First, let's look at what guerrilla marketing is – and why it happens. There are, in essence, two kinds of guerrilla marketing. The first comes from smaller, maybe controversial brands with comparatively small budgets trying to afford some of the glory of the bigger players. Think Paddy Power. It's possible to appreciate the endeavours of these brands, if they operate within appropriate boundaries and don't try to pass themselves off as official sponsors.