©2014, HelloWorld® – Confidential

Avoiding the Penalty: Creating Legal Promotions around Game DayPresented by:Paul Hourigan, Counsel, Sports & Entertainment Marketing Partnerships at Coca-ColaIra Schlussel, General Counsel, HelloWorld, Inc.

Why marketers align with major sporting events

NOW SPEAKING: Coca-Cola

Why marketers align with major sporting events

NOW SPEAKING: Coca-Cola

How brands can ambush it (knowingly or not)What is Ambush Marketing?Marketers who attempt to capitalize on events with large audiences without paying any sponsorship fee.

Tickets as prizes

Case Study

Getting Them to the Game

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Working with the national sporting leagues as a marketer• Licensing/intellectual property• Sponsorships• Advertising/veto power • What it costs

NOW SPEAKING: Coca-Cola

DO’s and DON’Ts of marketing around sporting events

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DO’s and DON’Ts of marketing around sporting events

• Delaware Lottery Case• Fantasy Sports

› Are they considered “gambling?”› Federal statute passed to allow

them UIGA

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