With the staging of the 2014 World Cup and the 2016 Olympics, ambush marketing has become an increasing subject of attention in Brazil, says Paulo Parente Marques Mendes.
Ambush marketing is a form of marketing in which companies that do not have any relationship to an event attempt to benefit from its prestige and status, without the consent of the organisers and/or sponsors.
In this context, it is important to emphasise that the Brazilian doctrine avoids a literal translation of ambush marketing, because the term ‘ambush’ has a pejorative meaning in Portuguese.
Consequently, it makes the distinction between marketing of lawful and unlawful association. In our opinion, ambush marketing is a practice that violates the rights of third parties and should be understood as negative behaviour and/or conduct.
Brazil, ambush marketing, Olympics, World Cup