Ever wondered what are the pros and cons of procuring an official sponsorship title to an international sporting event of significance such as the FIFA World Cup are?

On our second podcast of our flagship SEGment Podcast series, Namrata Bhagwatula, Aditya Shamlal and Abhimanyu Baheti discuss ambush marketing at the FIFA World Cup 2018. For the uninitiated, ambush marketing is a marketing strategy where an advertiser attempts to build an “association” with the event, but without actually having entered into sponsorship agreements with the event’s organizer to identify themselves as an “official” partner or sponsor.

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