How can a property defend against ambush marketing?

• A. Invest in aggressive unrelated advertising.
• B. Enforce IP rights, secure exclusive partnerships, and communicate official partnerships clearly.
• C. Avoid contracts and rely on spontaneous marketing.
• D. Play down official partnerships.

Answer: (B)

Defending against ambush marketing hinges on securing and protecting the official relationships that give sponsors exclusive visibility and credibility around an event. By enforcing IP rights, the property can prevent others from using event logos, marks, or other branding in a way that implies an official connection. Securing exclusive partnerships ensures sponsors have the sole rights to activate around the event, preserving the value of the official sponsorship and making it harder for competitors to piggyback on the event’s attention. Communicating these partnerships clearly to fans, media, and other stakeholders reduces confusion about who is officially connected, which deters opportunistic marketers who would benefit from the event’s visibility without paying.

Why the other approaches don’t fit as well: pursuing aggressive, unrelated advertising doesn’t address the risk of confusing the public about official sponsors and may dilute the sponsor’s value. Relying on spontaneous marketing without contracts leaves rights and protections vague, making ambush marketing easier to execute. Play-ing down official partnerships undermines the sponsorship program and weakens the event’s ability to protect its brand and revenue streams.