In August 2016 Brazil will be the focus of attention for
billions of people from around the world, who will watch the
Olympic and Paralympic Games being held in Rio de Janeiro. The
sponsorship of these events costs between US$100 million to US$10
million for each company. For this reason many companies who do not
have the money or opportunity to become official sponsors, still
want to benefit from the massive audience of the event in an
unofficial capacity. But any unofficial connection with the Olympic
and Paralympic games is actually Ambush Marketing.
The International Olympic Committee (IOC) defines ambush
marketing as "any intentional or unintentional attempt to
create a false, unauthorized commercial association with a brand or
event, in this case Rio 2016 and the Olympic and Paralympic
Movements." It may also be considered as "any marketing
strategy in which the participant associates itself, and therefore
benefits from, a particular event, without paying the
