The NFL has taken action to an incident that occurred during the game between the NFL’s Dallas Cowboys and Philadelphia Eagles on Sunday, November 8th, and has identified the celebration action by a player to be an act of ambush marketing.
The tight end for the Eagle’s, Brent Celek, scored a touchdown on an 11-yard pass and proceeded to position himself in front of the cameras and seemingly emulate the “Captain Morgan” pose by putting his hands on his hips and raising his right leg. A fellow Eagle helped him lift his leg in place. What went unnoticed by officials was the unrelated and most likely inadvertent punch to the face by Celek on a defender to get clear for the pass. Here is a link to Youtube for review.

Although Celek denied any official connection with the rum brand through an Eagles spokesperson, it has been reported that Captain Morgan representatives have admitted to creating a campaign for touchdowns scored featuring the pose including prior discussions with Celek.

The NFL has banned the pose which culminated in a 15 yard penalty during the game.

According to the NFL as well as other leagues, it is considered ambush marketing for any company to pay a player to represent a brand on the field of play and in other select instances.

Apparently, Captain Morgan was to offer financial support to an NFL charity, the Gridiron Greats Assistance Fund, a non-profit charity that assist former NFL players, but the NFL has made it very clear that despite the intention to help its charity, these types of campaigns will not go unpunished.

“The NFL, as well as other leagues and properties, have a fiduciary responsibility to their official sponsors by protecting against any campaigns launched by any brands that are not official sponsors,” said Terry Cecil, President & CEO of the International Sponsor Council, the trade association for sponsors. “If a brand wants to leverage the NFL on the playing field, they need to become an official sponsor. It diminishes the value offering the NFL delivers to its official sponsors.”
“These types of actions are frowned upon by much of the world. Unfortunately, in the U.S., these displays are many times accepted as creative marketing. In South Africa, a company found guilty of ambush marketing can have its Directors thrown in jail. I assume there will be discussion between the NFL and Captain Morgan step up to the plate and become an official sponsor since it. Brands should take the lead in ethical behavior and, unfortunately, ambush marketing is unethical.”

There are many opinions about ambush marketing. Whether you refer to it as “ambush” or as Michael Payne called it, “Parasitical”, it certainly has very negative overtones.

In the U.S.A., ambush marketing has often been applauded as creative and innovative marketing. In South Africa, Directors of a company guilty of ambushing can actually be sent to jail. Hosts of major events - such as South Africa with the 2010 World Cup and London with the 2012 Olympics - are showing that they are committed to protect sponsors.

It is shocking that NBC would allow Vizio to show its ad, “Splash” during the broadcast of the 2008 Olympics. The youtube link is http://www.youtube.com/watch?v=nza0d3Ab-Co. Someone needs to figure out how NBC can sell “broadcast sponsorships” that conflict with the IOC TOP Partners,

Matshushita Electric / Panasonic has been a valuable Olympic TOP Partner since 1988. It secured the category of “Audio, TV and Video equipment, and recording media relating to audio and moving images, including broadcast and professional use”.

It is hard to imagine how Olympic sponsors can fully maximize and leverage their Olympic sponsorships when their competitors are broadcasting ads during the Games. What is very disturbing is the creative of the Vizio ad which portrays the company as having an involvement in the Games and positions itself as an official sponsor.

The sponsorship industry continues to build on its sophistication, but this is a setback. I understand everyone has to justify their financial commitment and NBC has made a substantial financial commitment to the Games, but this practice is damaging to sponsors and threatens the future of sponsor investment. Going forward, official broadcasters must protect the official sponsors and sponsors should refrain from misleading the public. As companies increasingly embrace social responsibility initiatives, it is important for all to work on adhering to a higher standard of ethics.