Question 7: After reading the text below, describe the cases of the ambush marketing in the sports and classify them accordingly. Later on, evaluate the ethical aspects and suggest strategies to avoid ambush marketing.

Ambush Marketing and the 2018 FIFA World Cup By Jack Blakey on June 25, 2018 POSTED IN FOOTBALL, LAW, SPONSORSHIP The 2018 FIFA World Cup has now kicked off in Russia after much anticipation. So far, it has not failed to entertain, ensuring a number of dramatic upsets and last minute goals that remind us why it is the most watched and highly anticipated competition in the world. As such, one can see why it is tempting for brands to piggyback on the global attention and interest of the tournament, deploying marketing initiatives that take advantage of the hysteria surrounding the World Cup. Vivo the Chinese smartphone manufacturer will pay up to 400 million to FIFA to sponsor its tournaments up until 2022. As such, you can see why FIFA would want to protect these rights given their enormous commercial value and it aims to prevent this type of free advertising from prevailing during the World Cup in a number of ways. In the 2014 World Cup in Brazil, Beats by Dre held a number of advertising campaigns that referred to The Game Before The Game, featuring prominent World Cup players wearing the headphones whilst conducting their pre-game rituals. Despite no official connection to the World Cup, this positioned Beats by Dre at the heart of the event and saw the brand experience a growth of 130% in headphone sales and receive over 26 million views on You-Tube for its adverts. Ambush by intrusion is another form of ambush marketing, which involves a brand gaining exposure at the event itself. In the past, brands have been present on site through pop up stalls, handing freebies to spectators or placing large signs at the venue or in the surrounding areas. At the 2010 World Cup, Bavaria Beer provided 36 tickets for the Holland v Denmark match to a group of women in matching orange branded outfits. The cameras broadcasted the group during the game on a number of occasions for the world to see.