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Cristiano Ronaldo is mired in ambush, marketing turmoil, how to define the boundary between business interests and sportsmanship?
In recent years, with the rise of social media, the commercial value of athletes has become increasingly prominent, their words and deeds, and even a simple action may contain huge commercial value, in the balance of commercial interests and sportsmanship, how to grasp the balance, has become a problem that athletes and event organizers need to think about seriously, in the European Cup, Portuguese star Ronaldo because of a "watch" incident, deep in the "ambush marketing" whirlpool of public opinion
Cristiano Ronaldo scored the winner in the penalty shootout to help Portugal win, after the game, he couldn't hide his excitement, posted the smart watch he was wearing on social media, and shared the heart rate data during the game, this move seemed ordinary, but because the smart watch he was wearing was not the product of the official sponsor of the European Cup, and was pushed to the forefront of public opinion
Euro Championship sponsors pressure Cristiano Ronaldo may face a ban
Ronaldo's "watch showing" behavior is considered to be a typical "ambush marketing", the so-called "ambush marketing" refers to the behavior of non-sponsoring companies or individuals who try to associate themselves with specific events or activities through various marketing methods, so as to achieve the purpose of promoting their own brands or products
Ronaldo has a huge fan base, and his every move on social media has attracted much attention, and the official sponsors of the European Cup believe that Ronaldo's behavior is undoubtedly a huge impact on his brand and product promotion, and damages their legitimate rights and interests
Mbappe's expectations: Even in Cristiano Ronaldo's absence, he wants to see a great performance from the Portuguese team
If Ronaldo is really banned, it will undoubtedly be a huge loss for the Portuguese team, as the core figure of the team, Ronaldo's role is irreplaceable, and his absence will have a certain impact on the Portuguese team in the next games
As a loyal fan of Cristiano Ronaldo, French star Mbappe said that although he hopes to be able to compete with Ronaldo on the field, he also looks forward to the Portuguese team showing strong strength in the next games
How can athletes avoid the "ambush marketing" minefield in the age of social media?
Ronaldo's "watch showing" incident has also sounded the alarm for the majority of athletes, and in the era of social media, athletes must be more cautious and avoid touching the red line of "ambush marketing".
When participating in competitions or activities, athletes should strictly abide by the relevant regulations of the event organizers and sponsors, avoid wearing or using brand products that compete with the sponsors, and communicate with the event organizers in advance when conducting commercial promotion activities to ensure that their actions will not have a negative impact on the event sponsors
"Ambush marketing" is vaguely defined, and how to find a balance becomes the key
The definition of "ambush marketing" has long been controversial, and some seemingly unintentional behaviors may also be identified as "ambush marketing", which undoubtedly increases the risk for athletes
How to find a balance between commercial interests and sportsmanship has become a common issue for event organizers, sponsors and athletes, and event organizers and sponsors should formulate clearer regulations to clarify the boundaries of "ambush marketing"; In addition, athletes should also strengthen the study of relevant knowledge, improve their legal awareness, and avoid inadvertently violating the relevant regulations
epilogue
Cristiano Ronaldo's "ambush marketing" incident has triggered people's in-depth thinking on the commercialization of sports events and the operation of athletes' personal brands, and how to protect the personal business value of athletes while safeguarding the legitimate rights and interests of event sponsors is a problem that requires the joint efforts of many parties to solve, and it is hoped that a more perfect mechanism can be established in the future to escort the healthy development of the sports industry
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