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In the Official Programme published for the 2002 Football World Cup a full page plea appeared under the title ‘Help us to ensure Fair Play at the 2002 FIFA World Cup Korea/Japan™!’ At first glance one might expect the exhortation to be designed to encourage respect for opponents, both on and off the field, or perhaps to appeal to all participants to play according to both the letter and the spirit of the laws of the game. Not so. The page in question is in fact devoted to the phenomenon of ‘ambush marketing’. It is explained that the ‘Official Commercial Affiliates’ of the tournament contribute greatly to its success, while other companies seek to promote their products by seeking to establish an association between them and the tournament without having paid FIFA for the privilege. Football spectators are encouraged to prevent such ‘ambushes’ by declining to bring commercially-branded material such as flags, banners, balloons and hats into the stadiums, even though they may commonly be cheerfully offered such free but unauthorized gifts on their journey to the match. Fair Play!
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