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Two major sports events are coming up soon: The Olympics in Paris and the football EURO 2024 here in Germany. Ambush marketing is a creative strategy that leverages the attention paid to such major sports events for advertising inspiration. The Olympics and the EURO 2024 are very valuable brands, and the organizers exploit them by granting licenses. If you are not an official sponsor, here are some thoughts for you:

Use major events as creative inspiration for your advertising but avoid creating the false impression that you're an official sponsor. Clarity is key.

Understand that ambush marketing is a legal gray area. There is no one-size-fits-all approach. Each case is unique and needs to be addressed individually.

Event organizers often offer guidance and “Do’s and Don’ts”. Use them as a basis for your assessment but remember: Their primary interest is to protect and monetize their brand.

“PARIS 2024” and “EURO 2024” are registered trademarks for many goods and services. Only descriptive and referential use that does not unduly exploit the event's reputation could be allowed.

Even if these trademarks are not used: Indirect references to event names may create a false impression and be challenged under unfair competition laws. So, let the games begin – and we look forward to great sports events, and lots of great, innovative, and creative marketing campaigns.

Thank you.