Introduction

In Europe, football events have taken centre-stage in this regard, with major brands spending billions of euros in order to become official sponsors of athletes, clubs and competitions alike.

However, the huge media attention directed towards such sponsors has inspired other brands, with less money to spend, to attempt to benefit by linking themselves to a football competition, without actually acquiring the relevant sponsorship rights.

As a consequence, the concept of ambush marketing was born.

Throughout various competitions, a variety of ambush marketing tactics have been put to practice, yet certain patterns have tended to occur. In an attempt to categorise ambush marketing, a distinction can be made between ambush 
marketing by association and ambush marketing by intrusion, as shown hereunder.

Ambush marketing by association

Ambush marketing by association refers to a so-called ambusher...

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