NLJ this week: UEFA tackles ambush marketing as women’s Euros kick off

As women’s football attracts growing global investment, opportunistic brands may attempt to associate with the tournament without paying for official sponsorship. UEFA defines ambush marketing as any unauthorised activity that falsely implies affiliation—ranging from unauthorised use of logos to rogue advertising near stadiums. Swiss law lacks specific anti-ambush provisions, but general unfair competition rules apply. UEFA counters the threat with strict ticket terms, exclusive advertising rights, and broadcaster restrictions. Even players can unwittingly breach rules by promoting personal sponsors.