Ambush Marketing And Major Sporting Events

The build up to each international sporting event gives us an exciting opportunity to watch world-class athletes face off, whether on the pitch, in the pool or down the slope. But behind the scenes, an equally fierce battle is playing out: that of brands looking to bask in the spotlight of international events to showcase their products and services to the massive audiences drawn in by some of the world's largest sporting events.

There are different ways in which brands can officially associate themselves with the Olympic Games, FIFA World Cup or other major sporting events: these include primarily becoming either an official sponsor of the event, such as via a partnership with the International Olympic Committee ("IOC") or becoming a domestic sponsor, via the national Olympic committee of the host country. Such sponsorships can come with significant benefits, including permitted use of official marks (in accordance with the sponsorship agreement), and potentially public goodwill.