Stadiums Queensland is responsible for the management, operation, use and promotion of major sports facilities. The Major Sports Facilities Act 2001 ("the Act") requires that in performing these functions, Stadiums Queensland has regard to both sound commercial principles and the requirements of the tenants of the facilities.
The Act seeks to ensure major events can be attracted to Stadiums Queensland venues by protecting advertising and branding arrangements between hirers, tenants, naming rights sponsors and other commercial partners involved in the event.
The concept of “Ambush Marketing” relates to organisations that display advertisements in the vicinity of event venues but where the organisation has no bona fide association with the event nor made any financial contribution to the staging of the event.
Ambush marketing activities have the potential to undermine the commercial arrangements Stadiums Queensland and its stakeholders have negotiated in regard to the conduct of major events and the returns, in terms of the value of advertising exposure, to all stakeholders.
The protection of these commercial arrangements is necessary because of the extent to which major events are dependant on these revenues for their viability. An eroding of the commercial value of sponsors investment (through such things as ambush marketing) would see a retreat from the market of companies and organisations willing to sponsor major events, making them unaffordable to the average sports fan.
It is considered imperative Stadiums Queensland and its commercial partners work together to minimise the impact of ambush marketing by enacting a process for approval of advertising activities at high profile events. To this end the Act creates offences and penalties for individuals and organisations that undertake unauthorised marketing activities at declared events conducted at Stadiums Queensland venues.
Declared Events can be identified in each venues event schedules.
Advertising Protocols for Declared Events Policy.
Advertising at Declared Events Application Form.