The definition of ambush marketing as a marketing strategy is when a competing brand connects itself with a major sporting event without paying a sponsorship fee. Ambush marketing occurs when one brand pays to become an official sponsor of an event and another competing brand attempts to cleverly connect itself with the event without paying the sponsorship fee and without breaking any laws. FIFA (the International Federation of Association Football) is adamant about the protection of its sponsors and their legal resources and has the wherewithal to defend and enforce its rights and fulfill its commitment to tournament sponsors. Regardless of FIFA's effort to protect its official sponsors, companies worldwide have continuously adopted creative ambush marketing tactics during major FIFA events. For example, Umbro, a sports apparel brand, collaborated with YouTube musician Brett Domino to create an English football anthem during World Cup 2018.

The video successfully drew viewers' attention to the brand without mentioning the game, teams or any players. Likewise, an electronic shopping app, Wish, created multiple video ads with top players such as Brazilian player, Neymar da Silva Santos Júnior and Welsh player, Gareth Bale, one of the best players not attending the tournament.
Neymar's Wish ad generated over 63 million views on YouTube.

The World Cup generated $4.6 billion in sponsorship revenue in 2018. As official sponsorship fees skyrocketed, more and more companies turn to ambush marketing at sporting events as a way to get their message out in a less costly manner and successfully avoid sponsorship fees.

Questions

1. Is ambush marketing ethical? Why or why not?

2. Is it still worthwhile for official sponsors to pay such a high sponsorship fee when other companies are able to jump on the bandwagon without paying anything? . Why or why not?