The Olympic Games may be starting in Barcelona, but the affiliated Corporate Sponsor Marketing Games have been going hot and heavy for some time. The main event is a piratical competition known as ambush marketing. The venues are magazines and television. The major matches so far are Visa International vs. American Express and Coca-Cola vs. Pepsi-Cola.
Visa has forked over $20 million to Olympic organizers to make its charge plate the Games' official credit card, while Coca-Cola has plunked down $33 million to become the official soft drink. Challengers, who pay no entry fee to play, attempt to disrupt the exclusive...
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