AUCKLAND CITY COUNCIL

MEDIA RELEASE

5 April 2007

Ambush marketing bill to protect major events

Government moves to protect major events against “ambush marketing” are supported by Auckland City Council subject to clarification on issues relating to “clean zones” and “clean transport routes”, council's role in enforcement and issues around water borne events.

The Major Events Management Bill 2006 is intended to deal with ambush marketing of events like the World Netball Championships in November, the Rowing Championships in 2010, the Rugby World Cup 2011 and the Cricket World Cup 2015.

Ambush marketing is a deliberate attempt by a business or brand to associate its name, products or services with a popular event for commercial exploitation at the expense of the official sponsors and without contributing a fee.

Clean zones and clean transport routes refer to areas with restrictions on advertising and marketing materials and street trading. The zones are areas near the event and a transport route and can apply for up to five kilometres from the closest boundary of a clean zone.

The council’s Economic Development and Sustainable Business Committee chairperson Councillor Richard Northey said the council supports the bill but in a submission would ask for clarification on any overlap between legislation and local authority bylaws, compliance and enforcement, local authority involvement in the decision on the size and location of clean zones and transport routes and implications for billboards and advertising on private land and buildings.

The council will also raise the difficulties of coordinating and facilitating water borne events where are subject to a variety of jurisdictions.

“Sponsorship dollars are critical to the success of major international events which produce economic benefits including tourism and jobs. As New Zealand becomes recognised for great venues and events we have to protect them and their sponsors from commercial exploitation,” he said.

ENDS

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