A brand can lower legal risk in ambush marketing by obtaining permission or using original material that does not copy protected event branding. The campaign should also avoid words or images that could make the brand appear to be an official event sponsor.
With a valid license, the brand can use approved event material within the agreed limits.
By creating its own images, messages, and designs, the brand avoids copying material owned by the event organizer.
Before launching the campaign, a legal review can confirm that the required rights and permissions are in place.
Terms such as “official sponsor” or “official partner” should be used only when the event organizer has approved the relationship.