Fiji Rugby Union Resolves Ambush Marketing Row with CBF
The Fiji Rugby Union said Tuesday it had secured the agreement of Carlton Brewery Fiji Ltd that the brewery would immediately withdraw all forms of advertising that 'were misleadingly suggesting to consumers' that CBF was a sponsor of the FRU.
In return, CBF agreed that it would renew its sponsorship for the Marist 7s and that the tournament would remain within the $160,000 BP Oil 7s Series.
'Carlton Brewery is not a sponsor of the Fiji Rugby Union,' FRU boss Pio Bosco Tikoisuva said. 'But we are happy for Marist that Carlton Brewery has renewed their association for the 2003 tournament and the tournament can
once again be the anchor tournament for the BP Oil 7s Series.'
'CBF were obliging when we explained the legal situation to them and have agreed in writing to take down all advertising material depicting a relationship with the national team or FRU imagery,' Mr Tikoisuva said.
Mr Tikoisuva said the brewery understood that until CBF became a sponsor it was no longer to advertise or imply that it was a sponsor or supporter of the national rugby team.
'I am hopeful that we will be able to have sponsorship discussions in the near future that will allow our national beer to support the national team in their respective 15s and 7s tournaments this year,' he said.
'Revenue, or the lack of it, remains the key issue facing Fiji rugby.'
I would like to think that from today¹s discussions Carlton Brewery has a better appreciation of the marketing power of our national team and why it needs the support of the national beer,' the former rugby great said.
For more details contact:
Fiji Rugby Union
T: +679 302 787
F: +679 300 936
In return, CBF agreed that it would renew its sponsorship for the Marist 7s and that the tournament would remain within the $160,000 BP Oil 7s Series.
'Carlton Brewery is not a sponsor of the Fiji Rugby Union,' FRU boss Pio Bosco Tikoisuva said. 'But we are happy for Marist that Carlton Brewery has renewed their association for the 2003 tournament and the tournament can
once again be the anchor tournament for the BP Oil 7s Series.'
'CBF were obliging when we explained the legal situation to them and have agreed in writing to take down all advertising material depicting a relationship with the national team or FRU imagery,' Mr Tikoisuva said.
Mr Tikoisuva said the brewery understood that until CBF became a sponsor it was no longer to advertise or imply that it was a sponsor or supporter of the national rugby team.
'I am hopeful that we will be able to have sponsorship discussions in the near future that will allow our national beer to support the national team in their respective 15s and 7s tournaments this year,' he said.
'Revenue, or the lack of it, remains the key issue facing Fiji rugby.'
I would like to think that from today¹s discussions Carlton Brewery has a better appreciation of the marketing power of our national team and why it needs the support of the national beer,' the former rugby great said.
For more details contact:
Fiji Rugby Union
T: +679 302 787
F: +679 300 936