UP279 How to ambush the World Cup

Everything you need to know about ambush marketing, the dark art of associating with a major event without paying to be an official sponsor. We've gathered a posse of the smartest experts in fields such as brand marketing, sponsorship, sports law, creative and sales promotions agencies. Together we pick apart the idea of official partnership, that underpins the commercial model of FIFA and other sports governing bodies. Official partners buy category exclusivity and have contracte...