Abstract
The practice of ambush marketing continues to proliferate around mega sport events, notably during the Olympics. The ongoing commercial threat to official sponsors and event organizers threatens the sponsorship model on which the events rely. The current situation is further complicated by increased social media activity and engagement by competing athletes to engage not only with their followers on social media but also with endorser brands who may not always also be official sponsors of the event. The increasing role of Rule 40 of the Olympic Charter as a regulatory tool on social media to prevent ambush marketing is discussed as an additional brand protection measure beyond traditional legal enforcement. The commentary explores advances in recent scholarship related to ambush marketing and suggests directions for future research. Legal, policy, and practical implications for social media in sport are discussed.
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