Sports
GTI on Negative Effect of Ambush Marketing on Sport Assets
One of the most persistent challenges sports assets face globally is how best to curb the activities of ambush marketers.
As the name implies, ambush marketing is a parasitic promotional strategy in which an advertiser “ambushes” an event, taking advantage of it to compete for visibility against official sponsors.
Another school of thought describes ambush marketing as a tactic through which a company aligns itself with a major event, such as the Olympics, the FIFA World Cup, or leading football leagues, without paying the official sponsorship fees, thereby diverting attention from legitimate sponsors.
This is often achieved by “piggybacking” on an event’s popularity through clever but unofficial advertising techniques, such as sponsoring athletes, hosting fringe events, or running themed campaigns that create a false sense of affiliation.
Numerous high-profile examples across global sport illustrate the harmful effects of this practice, hence the need for this second part of this subject matter.
Fundamentally, ambush marketers operate by creating a commercial link to an event without acquiring the rights. They target large and widely viewed sporting events, and they gain visibility through the backdoor by capitalizing on the event’s audience, prestige, and goodwill. Typical methods include sponsoring participants, staging promotional activities near official venues, hosting event-themed parties, or deploying aggressive social media tie-ins.
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However, the dangers associated with ambush marketing are substantial, legally, ethically, and commercially. These practices undermine the exclusivity purchased by official sponsors and can mislead consumers regarding the authenticity of a brand’s connection to the event.
In many jurisdictions, including Nigeria, these actions may constitute trademark infringement or unfair competition, exposing offending companies to litigation, regulatory sanctions, and reputational damage.
Ambush marketing manifests in several forms, each carrying different levels of legal and ethical exposure:
1. Direct Ambush Marketing: Explicitly attempting to associate with an event, often by infringing on trademarks or protected intellectual property.
2. Predatory Ambushing: Intentionally attacking or overshadowing a competitor’s official sponsorship to divert attention.
3. Trademark Infringement: Unauthorized use of official event logos, names, symbols, or slogans.
4. Self-Ambushing: When an official sponsor exceeds its contractual rights by engaging in additional promotional activities not permitted under the sponsorship agreement.
5. Indirect Ambush Marketing: Subtle tactics that evoke the event without using protected IP or claiming sponsorship.
6. Ambush by Association: Using imagery, themes, colours, or cultural cues that create an implied link to the event.
7. Values Ambushing: Aligning a campaign with the broader values or themes of an event ((e.g., female empowerment during a major women’s sporting event)) to create emotional association.
8. Intrusion/Distraction: Executing marketing activities or placing advertisements in or around designated “clean zones” to capture attention that should rightfully accrue to official sponsors.
In summary, the most effective way to avoid the legal and reputational risks associated with ambush marketing is for brands to engage transparently and invest in official sponsorship arrangements.
Whether for major properties such as the Nigeria Premier Football League (NPFL) or the President Federation Cup (PFC), authentic sponsorship ensures compliance with trademark and intellectual property laws and promotes a fair commercial environment. Companies that attempt to leverage events through ambush tactics often face litigation, financial penalties, and long-term damage to corporate credibility.
Portuguese football tactician Carlos Queiroz has made a surprise return as head coach of Ghana’s senior national team, the Black Stars.
The Ghana Football Association announced the 73-year-old’s reappointment on Thursday, weeks after he appeared to signal his departure from the team following their exit from the FIFA World Cup.
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Queiroz took charge of Ghana in April and guided the Black Stars to the last 32 of the tournament before they suffered a narrow 1-0 defeat to Colombia.
Shortly after the loss, the Portuguese coach appeared to announce his departure on social media.
However, following subsequent discussions, the Ghana FA has decided to bring him back for another spell.
The duration of Queiroz’s new contract was not disclosed, but the football association said he would be tasked with preparing the Black Stars for “a successful new phase on the international stage.”
The GFA said Queiroz’s extensive international experience, technical expertise and knowledge of the Black Stars made him the right man to lead the team into its next chapter.
Queiroz has managed several national teams, including Portugal, Iran, Egypt, South Africa, Colombia and Qatar.
He also had two spells as assistant manager at Manchester United under legendary manager Sir Alex Ferguson.
His immediate priority will be Ghana’s 2027 Africa Cup of Nations qualifying campaign, with the qualifiers scheduled to begin later this month.
The Black Stars have been drawn in Group C alongside Ivory Coast, The Gambia and Somalia, although the dates and venues for their opening two matches are yet to be announced.
The Ghana FA said further details on Queiroz’s mandate would be released in due course.
Nigerian winger Femi Azeez has completed a remarkable rise from non-league football to the Premier League after joining Brighton & Hove Albion from Millwall on a four-year contract.
The transfer, for an undisclosed fee, was completed after Brighton and Millwall submitted a deal sheet before the initial 11pm transfer deadline, extending the window until 1am on Wednesday.
Azeez, 25, joins Brighton following an outstanding 2025/26 campaign with Millwall, where he played a key role in the club’s push for the Championship play-offs.
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The Nigerian made 77 appearances for Millwall, scoring 15 goals and registering 13 assists. His impressive performances also earned him places in the PFA and EFL Championship Teams of the Season.
Brighton sporting director Mike Cave welcomed Azeez to the club, describing him as one of the most exciting attacking talents in the Championship.
“We are delighted to add Femi to the squad. He arrives off the back of an excellent season with Millwall, having played a key role for them as they finished in the playoffs,” Cave said.
“He was one of the most exciting attacking talents in the Championship, and we’re delighted to have finally agreed his transfer, and we now look forward to working with him.”
Azeez’s journey to the Premier League has been unconventional. After spending time in Watford’s youth setup, he moved into non-league football with Northwood before spells at Wealdstone and Hanwell Town.
He subsequently earned a move to Reading in 2019 before joining Millwall in 2024, steadily working his way up the English football pyramid.
The winger has also made a strong start to his international career with Nigeria. On his senior debut in June, Azeez scored both goals in the Super Eagles’ 2-0 victory over Zimbabwe.
Four days later, he provided an assist as Nigeria defeated Jamaica 3-0.
Real Madrid defender Raul Asencio has been convicted of drink-driving in Gran Canaria, Spain, after a court found him to have been driving with an alcohol level more than three times above the legal limit.
A court source confirmed the conviction to AFP on Wednesday, stating that the 23-year-old centre-back was fined €14,400 ($16,700) and had his driving licence suspended for eight months.
The case followed an incident on August 16 and was heard at a trial in San Bartolome de Tirajana, a village in Gran Canaria.
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Asencio, who is from the Canary Islands, was not with Real Madrid’s squad at the time of the incident as he was recovering from a hamstring injury suffered at the end of July.
The conviction comes amid another legal case involving the defender. Asencio is due to face a separate court hearing in Gran Canaria over the alleged non-consensual sharing of a sexual video dating back to 2023.
Spanish media reports say Asencio expects to be cleared in that case if the two women filmed in the video formally forgive him.
Three former Real Madrid reserve players are also on trial over allegations that they recorded and distributed the video. The trial is scheduled for September 3, 4 and 7.
The latest conviction adds to a difficult period for the young Real Madrid defender, who has been dealing with both injury and legal issues off the pitch.
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