'Brought to you by Guinness, proud sponsors of the EPL'- a case of ambush?

The English Premier League is by far the Number 1 football property in Nigeria (by follower ship). That is why the TV broadcast has always been a big deal when it comes to bids from broadcasters. Of course, that also means that brand managers try to get in through the door to bring in their brands on the broadcast at a high cost.

However, in recent times, in Nigeria, brands like Guinness, who are broadcast sponsors have take it one step forward. Guinness has extended the link to the early morning drive-time Sports Radio show the brand sponsors on Rhythm 93.7 FM. Consistently, the brand presenters use the by-line, ' Guinness, Proud Sponsor of the EPL'.

Guinness is a broadcast sponsor of the EPL on Supersport across Africa but not event sponsors, hence, 'proud sponsors of the EPL' is actually not correct, 'proud sponsors of the EPL on Supersport' or 'proud sponsors of the EPL broadcast in Nigeria' is more accurate.

Hence, Guinness may actually be intentionally ambushing the EPL.

Is ambush a sin? Well, the jury is out, but there are some brands which will never go into ambush due to their stature and personality.

I do not think Guinness should open itself to any kind of ridicule from such descriptions. I certainly think the brand is too big for such 'roforofo' play. Guinness is not Kulula.com.

This is free advise.