Defending the Co-Branding Benefits of Sponsorship B2B Partnerships: The Case of Ambush Marketing

Francis Farrelly
Monash University

Pascale Quester
University of Adelaide

Stephen A. Greyser
Harvard University

As The 2006 Winter Olympics fast approach, and as athletes work to attain their scientifically scheduled peak physical form, corporate sponsors are gearing up for a different battle. Having invested in the Games and tied their brand strategy to the Olympic theme, they must now guard jealously this positioning in the face of “ambushers”—direct competitors striving to catch an illicit ride on the Olympic wave by deceiving or confusing consumers into believing they too are official sponsors.