Ambush or Not … Telstra’s “I Go to Rio” Campaign Ruled Legal

By Steve McKelvey, J.D., Associate Professor, Mark H. McCormack Department of Sport Management, Isenberg School of Management, University of Massachusetts Amherst   The run-up to mega sporting events always entails huffing and puffing by sport properties threatening to “blow down the house” of non-sponsoring companies and brands that seek to associate themselves with the event through the so-called practice of “ambush marketing.” These properties, most notably the IOC and FIFA, are