Ambush marketing

Ambush marketing occurs when a company, that isn't a sponsor of an event, gets free publicity by unofficially communicating their brand in places where spectators, fans and the media will see them.

Additionally, and more subtly, it is when a company seeks to create an association between their brand and an event in order to create positive publicity for their own products or services.

Our paper, Ambush Marketing and the Law, was written in the run-up to the London 2012 Olympic Games. The issues around ambush marketing and legislation remain the same for forthcoming events such as the Rugby World Cup 2015, Rio 2016 Olympic Games and the 2016 UEFA European Championship.

Download the paper