{"id":3647,"date":"2026-01-21T09:00:08","date_gmt":"2026-01-21T09:00:08","guid":{"rendered":"https:\/\/senaiplaw.com\/?p=3647"},"modified":"2026-02-20T20:06:52","modified_gmt":"2026-02-20T20:06:52","slug":"ambush-marketing-creative-opportunity-or-legal-risk","status":"publish","type":"post","link":"https:\/\/senaiplaw.com\/en\/2026\/01\/21\/ambush-marketing-creative-opportunity-or-legal-risk\/","title":{"rendered":"Ambush marketing: creative opportunity or legal risk?"},"content":{"rendered":"<p>In the new Spot and Web article, Elisabetta Berti Arnoaldi Veli explores how ambush marketing can generate undue associations with events such as the Milan Cortina 2026 Olympics, creating confusion among consumers and undermining the value of official sponsors&#8217; investments.<\/p>\n<p>While major global events attract attention and investment, there are an increasing number of communication strategies that seek to \u201clatch on\u201d to these events without being official sponsors. This phenomenon, known as ambush marketing, poses significant legal and reputational risks for brands.<\/p>\n<p>For those working in communications related to events, sponsorships or extended visibility, understanding the boundaries between innovation and risk is essential to protect reputation, investments and market relationships.<\/p>\n<p>Read the full article here: <a href=\"https:\/\/lnkd.in\/gkZN4-g2\">https:\/\/lnkd.in\/gkZN4-g2<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>In the new Spot and Web article, Elisabetta Berti Arnoaldi Veli explores how ambush marketing can generate undue associations with events such as the Milan Cortina 2026 Olympics, creating confusion among consumers and undermining the value of official sponsors&#8217; investments. While major global events attract attention and investment, there are an increasing number of communication [&hellip;]<\/p>\n","protected":false},"author":6,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":""},"categories":[40],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v18.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Ambush marketing: creative opportunity or legal risk? - Sena &amp; Partners<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.senaiplaw.com\/en\/2026\/01\/21\/ambush-marketing-creative-opportunity-or-legal-risk\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Ambush marketing: creative opportunity or legal risk? - Sena &amp; Partners\" \/>\n<meta property=\"og:description\" content=\"In the new Spot and Web article, Elisabetta Berti Arnoaldi Veli explores how ambush marketing can generate undue associations with events such as the Milan Cortina 2026 Olympics, creating confusion among consumers and undermining the value of official sponsors&#8217; investments. While major global events attract attention and investment, there are an increasing number of communication [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.senaiplaw.com\/en\/2026\/01\/21\/ambush-marketing-creative-opportunity-or-legal-risk\/\" \/>\n<meta property=\"og:site_name\" content=\"Sena &amp; Partners\" \/>\n<meta property=\"article:published_time\" content=\"2026-01-21T09:00:08+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-02-20T20:06:52+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/senaiplaw.com\/wp-content\/uploads\/2021\/01\/Sena.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"1200\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Sena&amp;Partners\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Organization\",\"@id\":\"https:\/\/senaiplaw.com\/en\/#organization\",\"name\":\"Studio Sena & Partners\",\"url\":\"https:\/\/senaiplaw.com\/en\/\",\"sameAs\":[],\"logo\":{\"@type\":\"ImageObject\",\"@id\":\"https:\/\/senaiplaw.com\/en\/#logo\",\"inLanguage\":\"en-US\",\"url\":\"https:\/\/senaiplaw.com\/wp-content\/uploads\/2021\/01\/SenaPartners.svg\",\"contentUrl\":\"https:\/\/senaiplaw.com\/wp-content\/uploads\/2021\/01\/SenaPartners.svg\",\"width\":448,\"height\":34,\"caption\":\"Studio Sena & Partners\"},\"image\":{\"@id\":\"https:\/\/senaiplaw.com\/en\/#logo\"}},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/senaiplaw.com\/en\/#website\",\"url\":\"https:\/\/senaiplaw.com\/en\/\",\"name\":\"Sena &amp; Partners\",\"description\":\"Studio legale\",\"publisher\":{\"@id\":\"https:\/\/senaiplaw.com\/en\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/senaiplaw.com\/en\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.senaiplaw.com\/en\/2026\/01\/21\/ambush-marketing-creative-opportunity-or-legal-risk\/#webpage\",\"url\":\"https:\/\/www.senaiplaw.com\/en\/2026\/01\/21\/ambush-marketing-creative-opportunity-or-legal-risk\/\",\"name\":\"Ambush marketing: creative opportunity or legal risk? 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