There was more ambush marketing suggested during the Irish rugby team’s ill fated tour of New Zealand with local TV commentator Ian Smith accused of promoting New Zealand Rugby Union sponsor Steinlager with subliminal promotion in his commentary.
The beer brand sponsored the series and one of its products is Steinlager Pure. Smith was tracked using phrases involving the word ‘pure’ four times in commentary on the first test, including once in relation to a Jonathon Sexton penalty kick, and once in post match analysis. Local media analysts said it was not a word he had previously used and he did not use it in either of the second or third test matches.
Both Steinlager and the broadcaster denied any commercial link and said the choice of phrase was purely coincidental. Whether that is the case or not, the brand has emerged an awareness winner in the local debate about the incident.
RTE’s rugby commentator Ryle Nugent is also Head of Sport at the channel so would have himself to answer to if anything similar were to emerge here.
Today’s main stories on Sport for Business
- Cricket Ireland’s Rain Pain
- Irish Rugby tour commentary is far from ‘Pure’
- Sprinters eBay sponsorship pays off
- Black Caviar’s Coach and Horses at Ascot
Find out more about how Sport for Business can be of benefit to you
Subscibe today for the free Sport for Business daily news digest
