Australian Sports Ministers to tackle ambush marketing: Fraser

Queensland Sport Minister Andrew Fraser today put the issue of ambush marketing for this year’s much anticipated Ashes Test on the national agenda.

At a meeting of Sport Ministers from around the country in Darwin, Mr Fraser said in the wake of ambush marketing by Holden, which employed an aerial blimp at last weekend’s AFL grand final, the matter needed to be addressed urgently before the Ashes Test began in seven weeks time.

Sport Ministers from around Australia agreed this is an issue which needs to be addressed and urgent legal advice is being sought by both the Commonwealth and individual States.

“The reality is that airspace is regulated by the Commonwealth under the Constitution,” Mr Fraser said.

“While the Commonwealth believes that legislation by each state – which may or not be constitutionally valid – could address the issue, the best result will be uniform laws that govern Australia.

“We’re about to have six tests played across the country where this will be an issue so it’s a matter of timing as much as anything.

“The first Test at the Gabba is just seven weeks away and it will be difficult to get legislation passed in that time frame with the Queensland Parliament set to be reopened next week after last month’s election.

“Additionally, the Victorian Government this week has its last sitting of Parliament before an election so there will be no chance to pass legislation before the Boxing Day Test.

“The Commonwealth needs to urgently explore its regulatory powers under existing Aviation Legislation to stop this form of ambush marketing which puts the financial viability of major events such as the Ashes at risk.”

Mr Fraser said the presence of unauthorised aerial blimps for advertising purposes also had the potential to threaten valuable sponsorship deals.

“Sporting associations like Cricket Australia are heavily dependent on sponsorship but those deals can come under threat when all of a sudden you have a huge blimp over the ground advertising another company.

“They are threatening the financial viability of these sporting organisations and should not be permitted to get a free ride like that.

“Additionally, Cricket Australia is in the midst of long-term planning for international cricket scheduling up to 2012.

“The organisation and other sporting associations need to be in a position where they can clearly lobby for and schedule major sporting events without the threat of an overhead ambush.”

Media Contact: Chris Taylor (07) 3227 8825
October 5 2006