Author(s): Emmanuel Oluwafemi Olowononi and Oluwaseyi Iyani Eletta

Abstract: Ambush marketing in not a new practice but it emerged after the growth in sports activities all over the world. Ambush Marketing has emerged in the recent years as an effective weapon in the arsenal of marketing departments seeking to associate themselves with sporting events without official authorization or endorsement of the event organizer. It is an attack not from the hidden position. Such practices are unethical business practices, hampering the exclusive rights of the sponsors, affecting the value and integrity of the event and confusing and wrongfully seeking attention of the people by designating themselves as an official sponsor. As sponsorship is a vital tool for new sources of money for sport it is important to set certain standards which should be strictly protected. Ambush marketing represents an activity which could harm the essence of the sponsorship. It is obvious that ambush marketing can only be done intentionally, not by negligence.

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