A report recently published by the Global Advertising
Lawyers' Alliance (GALA) shows, with respect to the current
millennium, a significant increase of the practice of ambush
marketing in relation to events benefitting from broad media
coverage. The practice, defined as "a free ride on the
footboard of someone else's vehicle", develops
primarily around events capable - due to modern means of
communication - of targeting an audience of millions, sometime of
billions. Quite obviously, it clashes with the event
organizers' interests and even more with those of the sponsors,
who usually provide the economic support (or at least a significant
part of it), crucial for the event's performance.
Multi-national companies, dedicating huge budgets for a partnership
with organizers of events reaching out to broad audiences
worldwide, find themselves more and more exposed to the tricks and
smart moves of their main competitors, also doing business on a
global level, not willing to
