Which statement is true about ambush marketing?

• A. It requires paying sponsorship fees
• B. It has nothing to do with events
• C. It involves attempting to associate with an event without sponsorship fees
• D. It always involves illegal activity

Answer: (C)

Ambush marketing centers on a brand trying to ride the exposure of a high-profile event without paying official sponsorship fees, aiming to benefit from the event’s visibility without the cost of sponsorship rights. That makes the statement describing it as involving an attempt to associate with an event without sponsorship fees the best fit. In practice, tactics can include placing branding near the venue, creating messaging linked to the event, or leveraging event moments to gain attention without paying for the official sponsorship, which is why it’s associated with the event without the sponsorship investment.

It’s not inherently illegal, though many implementations raise legal or ethical concerns and can lead to disputes with the event organizers. The other statements don’t fit: paying sponsorship fees is the opposite of ambush marketing, without an event connection isn’t accurate, and the idea that it always involves illegal activity is incorrect.