Teresa Scassa - Blog

Ambush Marketing
The Pan Am/Parapan Am Games are set to open in Toronto on July 10, 2015. As with any other major sporting event, these Games raise the possibility of ambush marketing – a form of marketing activity designed to take advantage of public interest in a high profile event. Major event organizers (including the International Olympic Committee, FIFA, and others) see ambush marketing as a threat to their ability to obtain top dollar for lucrative sponsorship…

Tuesday, 18 February 2014 14:52

Ambush Marketing and the Olympics

Written by Teresa Scassa
With the winter Olympics now getting massive media attention, it is perhaps worth pausing to think about that other, non-official Olympic activity – ambush marketing. Indeed a recent threat of litigation by the Canadian Olympic Committee against North Face for ambush marketing is an indicator that the Olympic marketing games are also in full swing. Like many other major sporting events, the Olympics have become heavily dependent on funding raised through sponsorship programs. The International…

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