By Andrew Ekejiuba

One of the most persistent challenges sports assets face globally is how best to curb the activities of ambush marketers. As the name implies, ambush marketing is a parasitic promotional strategy in which an advertiser “ambushes” an event to compete for visibility against official sponsors.

Another school of thought describes ambush marketing as a tactic through which a company aligns itself with a major event, such as the Olympics, the FIFA World Cup, or leading football leagues, without paying the official sponsorship fees, thereby diverting attention from legitimate sponsors.

This is often achieved by “piggybacking” on an event’s popularity through clever but unofficial advertising techniques, such as sponsoring athletes, hosting fringe events, or running themed campaigns that create a false sense of affiliation.

Numerous high-profile examples across global sport illustrate the harmful effects of this practice, hence the need for this second part of this subject matter.

Fundamentally, ambush marketers operate by creating a commercial link to an event without acquiring the rights. They target large and widely viewed sporting events, and they gain visibility through the backdoor by capitalizing on the event’s audience, prestige, and goodwill. Typical methods include sponsoring participants, staging promotional activities near official venues, hosting event-themed parties, or deploying aggressive social media tie-ins.

However, the dangers associated with ambush marketing are substantial, legally, ethically, and commercially. These practices undermine the exclusivity purchased by official sponsors and can mislead consumers regarding the authenticity of a brand’s connection to the event.

In many jurisdictions, including Nigeria, these actions may constitute trademark infringement or unfair competition, exposing offending companies to litigation, regulatory sanctions, and reputational damage.

Ambush marketing manifests in several forms, each carrying different levels of legal and ethical exposure:

1. Direct Ambush Marketing: Explicitly attempting to associate with an event, often by infringing on trademarks or protected intellectual property.

2. Predatory Ambushing: Intentionally attacking or overshadowing a competitor’s official sponsorship to divert attention.

3. Trademark Infringement: Unauthorized use of official event logos, names, symbols, or slogans.

4. Self-Ambushing: When an official sponsor exceeds its contractual rights by engaging in additional promotional activities not permitted under the sponsorship agreement.

5. Indirect Ambush Marketing: Subtle tactics that evoke the event without using protected IP or claiming sponsorship.

6. Ambush by Association: Using imagery, themes, colours, or cultural cues that create an implied link to the event.

7. Values Ambushing: Aligning a campaign with the broader values or themes of an event (e.g., female empowerment during a major women’s sporting event) to create emotional association.

8. Intrusion/Distraction: Executing marketing activities or placing advertisements in or around designated “clean zones” to capture attention that should rightfully accrue to official sponsors.

In summary, the most effective way to avoid the legal and reputational risks associated with ambush marketing is for brands to engage transparently and invest in official sponsorship arrangements.

Whether for major properties such as the Nigeria Premier Football League (NPFL) or the President’s Federation Cup (PFC), authentic sponsorship ensures compliance with trademark and intellectual property laws and promotes a fair commercial environment.

Companies that attempt to leverage events through ambush tactics often face litigation, financial penalties, and long-term damage to corporate credibility.

Andrew Ekejiuba is the GTI Head of Media and Publicity

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By Ugochukwu Okeiyi, Enugu

Enugu Rangers Technical Adviser, Fidelis Ikechukwu, has suggested that the club may strengthen its squad when the January transfer window opens, following his side’s emphatic 4–1 victory over Bayelsa United in a Nigeria Premier Football League (NPFL) Matchday 16 fixture at the Nnamdi Azikiwe Stadium on Sunday.

Ikechukwu, who praised his players’ commitment after the dominant display, said the technical crew would continue to monitor the mental readiness and fitness levels of the squad as they assess potential reinforcements.

The former Plateau United and Heartland FC coach stressed that only players who demonstrate consistency, discipline, and hard work will earn places in the matchday squad.

“Scoring four goals is exciting for our confidence and team chemistry,” Ikechukwu said, commending the collective effort and high work rate that powered the Flying Antelopes to their eighth league win of the season.

Bayelsa United coach, Mahamo Okara, expressed disappointment at his team’s performance, admitting that conceding early and cheaply in the first half made their task nearly impossible.

“They dictated the game and deserved their win,” Okara said. “We tried to reorganize after the break, but at that point, we were already chasing the match.”

The victory lifts Rangers to fourth on the NPFL table with 25 points from 16 games. They next travel to Benin City for a tough clash against Bendel Insurance at the Samuel Ogbemudia Stadium on December 13.

Bayelsa United, still struggling to find stability following the departure of former coach Monday Odigie, sit 14th with 20 points. The Restoration Boys will host defending champions Remo Stars next weekend in Yenagoa as they search for a turnaround in form.

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Horvel Angels were crowned champions of the 2025 HerGame Girls Football Championship after defeating defending champions Fosla Academy 2–0 in a commanding final on Saturday at the Area 3 Sports Complex, Abuja.

The victory capped a breakthrough edition of the competition, which expanded from an Abuja-only tournament to a regional showcase featuring 16 teams drawn from across the North Central zone. The wider participation delivered a more competitive field and unveiled new layers of talent and technical quality.

Horvel Angels struck early through Agatha John, who finished calmly after sustained pressure in the first half. Rising star Lilian Odide sealed the win with a clinical second-half strike, denying Fosla Academy a successful title defence and underlining her status as one of the tournament’s standout performers.

SIK Paragon of Jos claimed third place with a narrow 1–0 win over Generation Next, earning the bronze prize of ₦100,000. Fosla Academy settled for ₦150,000 as runners-up, while champions Horvel Angels took home the top prize of ₦250,000.

Individual honours went to some of the tournament’s brightest performers. Fosla Academy playmaker Patricia Habila was named Most Valuable Player, Horvel striker Odide finished as Top Scorer with six goals, and Flora Williams of SIK Paragon won Best Goalkeeper after conceding only once.

Horvel Angels head coach, Ogbada Atta, praised his team’s discipline and competitive drive.

“The girls were exceptional from start to finish,” he said. “Beating Fosla in a final is no small achievement. This win means everything to us.”

Despite the defeat, Fosla Academy coach Christopher Igbuku applauded his side’s effort and promised a stronger return.

“We fought hard but Horvel were more decisive today. We will bounce back stronger,” he said.

Founder and sole sponsor of the tournament, Dr. Pat Ajuma Ayegba of the HerGame Foundation, expressed satisfaction with the championship’s growth and reiterated her mission to build a national platform for emerging female talent.

“HerGame is fulfilling its purpose of discovering, empowering and projecting the next generation of female footballers,” she said.

Ayegba, who also serves as FCT FA board member and Head of Women’s Football Committee, thanked supporters including the Nigeria Football Federation for donating match balls and the Chairman of the House Committee on Sports for a ₦1 million contribution.

FCT FA Secretary and Head of the Organising Committee, Haruna Ilerika, hailed the standard of play and smooth execution of the second edition, describing it as “top-class.”

With Horvel Angels lifting the 2025 crown and Fosla Academy taking second place, the HerGame Girls Football Championship continues to establish itself as one of Nigeria’s most impactful grassroots platforms for identifying and nurturing future stars of women’s football.

Among the dignitaries present were Chairman of the House of Representatives Committee on Sports, Hon. Kabiru Amadu; Hajiya (Dr.) Nafisa Shehu Mohammed, President of ROSOWA; Hajiya Amina Sani-Zango-Daura of the NFF; former NFF President and FOSLA Academy founder, Alhaji Sani Lulu Abdullahi; and FCT FA Secretary, Haruna Ilerika.

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