In the new Spot and Web article, Elisabetta Berti Arnoaldi Veli explores how ambush marketing can generate undue associations with events such as the Milan Cortina 2026 Olympics, creating confusion among consumers and undermining the value of official sponsors’ investments.
While major global events attract attention and investment, there are an increasing number of communication strategies that seek to “latch on” to these events without being official sponsors. This phenomenon, known as ambush marketing, poses significant legal and reputational risks for brands.
For those working in communications related to events, sponsorships or extended visibility, understanding the boundaries between innovation and risk is essential to protect reputation, investments and market relationships.
Read the full article here: https://lnkd.in/gkZN4-g2