Come August next year, amid the hustle and bustle of Rio’s world famous Maracanã Stadium and the Olympic Park could lie the threat of would-be ambush marketers, waiting for the chance to strike and expose their brand to a global audience of potentially billions. WIPR investigates what Brazil can do to stop them.
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1 June 2012 With a football World Cup and the Olympic Games coming up in the next four years, Brazil will have to be
able to deal with ambush marketing, but robust systems are not yet in place, says Philippe Bhering.
1 October 2012 From the vibrant opening ceremony to the magical Usain Bolt, London 2012 was a huge success. For brands that had pumped millions into the event, victory came in a different form: there was next to no ambush marketing.