ABSTRACT
This chapter discusses the ambushing focused on the importance of exclusivity. Legal issues around ambushing take center stage because those seeking legal recourse must refer to a fabric of many laws never envisioned to address sponsorship activities rather than one single piece of directly relevant legislation. In summary, the thinking suggests that large brands will likely be advantaged when small, lesser-known brands attempt to ambush them. On recollection, the prominence bias will likely support memory for the major brand. Less prominent brands will likely suffer more if a brand with greater market share ambushes. In reviewing ambushing practice and research, one can conclude that money and effort invested in preventing ambushing, especially in areas that may result in public backlash, are probably better spent on building a strong campaign around the official sponsor's message and ambushing does create spectacle and some might say has become part and parcel of event sponsoring.
