Abstract
https://doi.org/10.58984/smb2503151n
This paper explores the ethical and legal aspects of guerrilla and ambush marketing in modern sports, with particular emphasis on their impact on brand integrity and the value of sports sponsorships. Based on relevant literature, a qualitative analysis and a case study of the BrewDog campaign during the 2022 FIFA World Cup were conducted as a paradigmatic example of “dissociative” ambush marketing. The research results confirm that such strategies, while increasing media visibility and the perceived authenticity of the brand, simultaneously undermine ethical principles and the exclusivity of official sponsors. The degree of ethical acceptability depends on the transparency of communication and compliance with intellectual property regulations. The paper highlights the need for an integrated approach that connects legal, communicational, and ethical mechanisms to protect market fairness and the sustainability of the sports system. The limitations relate to the insufficient number of empirical studies after 2023, indicating the need for future quantitative research on consumer perceptions and the long-term effects of ambush strategies on brand value and public trust.
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