Oct 06, 2010 at 02:50 PM
written by Asha N Basu, Business Standard

Ambush Marketing at Commonwealth Games

Till the XIX Commonwealth Games (CWG) began, many companies were wary of letting their brand ride on the Games. Hence, official corporate sponsorships were limited to begin with. Having been launched successfully, the Games now find many riding the wave. Ambush marketing has taken over!

The surreptitious entry of non-sponsor brands into the Games Village and the eleventh hour tangential entry of companies have made non-sponsor brands ubiquitous.