Conquering the Spiralling Sponsorships Through Ambush Marketing

Sponsorships worldwide have been on the rise. The rising fees make sponsorships an expensive proposition for companies. Companies that cannot afford to buy sponsorship may be inclined towards an ‘ambush' tactic for both; defensive as well as offensive reasons. The paper analyses in detail the concept of ambush marketing to its genesis, personality and various strategies. Various legislative initiatives taken up by different countries are also addressed in the study. The outcome will be important not only to competitors and sponsors but to the marketing industry on the whole