Ambush marketing gives brands wide event exposure without official sponsorship. Brands gain this exposure through event-timed advertising, venue-area promotions, or participant associations that reach people already following the event.
Wide exposure becomes possible because major events already attract large audiences and media attention.
By timing promotions around the event, a brand can reach people when their interest is highest.
Venue, media, and online placements allow a campaign to reach both attendees and remote viewers.
Event-related messages help audiences connect a non-sponsor brand with the event.
Independent advertising and participant relationships provide exposure without requiring official event sponsorship.
Some disadvantages of ambush marketing are:
Ambush marketing can expose brands to legal action for using protected event branding without permission. A rights holder may demand that the campaign be removed or seek an injunction or damages.
Many event organizers register their event names, logos, slogans, and mascots as trademarks.
Copyright may also protect event images, artwork, videos, and broadcast footage.
When a non-sponsor uses protected material without a license, the use may violate the owner’s legal rights.
If the promotion suggests an official event relationship, the unauthorized use may also confuse the public.
Because official sponsors pay for exclusive rights, event owners have a strong reason to protect their branding.