OverviewAmbush marketing “occurs when one brand pays to become the official sponsor of an event (most often sporting) and another competing brand subtly connects with the event, without paying the sponsorship fee, most frustratingly, without breaking any laws” (Sauer, 2002). Ambush marketing is something every sporting event has to deal with. From impersonating salespeople to a large corporation purchasing billboard space outside a baseball stadium, these are all forms of ambush marketing. Most ambush marketing aims to associate with major events that command high sponsorship fees or that create exclusivity for their sponsors (Mullin, 2007). The ProblemAT&T is one of Velocity Sports and Entertainments' largest customers. The problem we face as activators of their sponsorship is the threat of being ambushed. We are currently experiencing one of the worst economic times and more and more companies are stooping to become ambushes to save money. Companies that still see the value in sponsorships are looking for a way to protect their interests. AT&T vs. Verizon Verizon wireless is currently the largest cell phone provider in the United States. This chart shows that Verizon controls 31% of the US wireless provider market share. Verizon increased its competitive advantage over AT&T by introducing the iPhone into its arsenal and providing high-quality service to its customers. AT&T on the other hand dealt with network issues and lost exclusivity on the Iphone. AT&T's Current Sponsorship Activation with the NCAA Final Four We have been creative in developing what we consider to be a profitable partnership with the NCAA. We have developed......middle of paper......k down. If not, we will be willing to take them to court along with our partner NCAA for violating the Lanham Act and be the first case to establish lurking marketing jurisprudence. We must protect the interests of our customers and these actions will help us do so. Annotated bibliography McKelvey, S., & Grady, J. (2004). Ambush marketing is the legal battleground for sports marketers. Sports Lawyers and Entertainment, 21. Retrieved from http://www.heinonline.org/HOL/Page?handle=hein.journals/entspl21&id=96&collection=journalsSublime with Roma headlining the block party as part of the series of large dance concerts during the 2011 ncaa men's final four. (2011, march 22). Retrieved from http://www.ncaa.org/wps/wcm/connect/ncaa/ncaa/media+and+events/press+room/news+release+archive/2011/announcements/20110322+block+party+sublime+ rls ?pageDesign=old+news+release+template