in return, acquire exclusive options to utilize the event for their own advertising purposes.
Ambush marketing is the practice by companies of using their own marketing, particularly marketing
communications activities, to create an impression of an association with the event to the event
audience, although the companies in question have no legal or only underprivileged or non-exclusive
marketing rights for this event sponsored by third parties. So, the objective of ambush marketing is to
benefit from the success of sports sponsorship without having the duties of an official sponsor.