Italy fines six companies over 2026 Winter Olympic Games ‘ambush marketing’
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MILAN, July 17 : Italy’s competition authority said on Friday it had fined six companies around €2.5 million ($2.9 million) in total for so-called ambush marketing linked to the Milano Cortina 2026 Winter Olympics, after finding they had misled customers over their sponsorship status.
• The companies fined are fashion brand Harmont & Blaine, supermarket chains Il Gigante, MD, Oasi and Pro7, and gas supplier ButanGas, the AGCM authority said.
• It said an investigation established that they ran advertising campaigns using Olympic symbols, including the five rings, and official names such as “Milano-Cortina 2026” without holding sponsorship rights.
• The six companies did not immediately respond to a request for comment.
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• Ambush marketing is the act of setting up advertising campaigns associating the company with a team, league or event without paying for the privilege.
• The investigation was opened in January after monitoring by the Guardia di Finanza’s Special Antitrust Unit.
• The campaigns ran during the Winter Olympic Games period, when the association with the event carries the greatest commercial value, the AGCM said.
($1 = 0.8736 euros)
Source: Reuters
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