This book investigates the strategic phenomenon of ambush marketing within the global sports industry, questioning how non-sponsoring brands effectively leverage major events to gain visibility. Gerd Nufer, a professor of marketing and sports management, utilizes his academic background to analyze the mechanisms of parasitic marketing tactics. He presents a framework for understanding how companies bypass official sponsorship agreements to associate themselves with high-profile athletic competitions. The text evaluates the legal, ethical, and commercial implications of these practices for both rights holders and competing brands.

Experts recognize this work as a comprehensive academic resource for understanding the complexities of sports sponsorship protection. Readers frequently note the technical density of the prose, which serves as a foundational text for students and professionals in sports management.