Our Elisabetta Berti Arnoaldi Veli wrote for ItaliaOggi about a topic that is becoming increasingly relevant for companies, sponsors and organisers: ambush marketing. We are a couple of days late in sharing this, and yet it couldn’t be more timely.
Federica Brignone’s extraordinary victory yesterday reminds us how much sport today, at its peak of attention, is also a field with very high media exposure. And therefore, inevitably, also one of risk.
It is at times like these that cases of ambush marketing multiply: communication initiatives that seek to latch onto a sporting event without having the rights to do so, creating confusion or unduly exploiting the event’s notoriety.
Because while sport is about emotion, performance and results, it is also increasingly about rights, protection and market fairness. Today it is the Olympics, but tomorrow it may be the World Cup.