In a Toronto Star Opinion piece, Gordon S. Lang School of Business and Economics marketing professor Dr. Timothy Dewhirst explained the prominence of “ambush marketing” at the FIFA World Cup. 

Dewhirst wrote the tactic sees “brands seek associations with a sports entity even though they’re not the official sponsorship rights holder” and provided examples from Canada’s men’s soccer team. 

A senior research fellow in marketing and public policy in Department of Marketing and Consumer Studies, Dewhirst’s expertise includes marketing and society and public policy, and brand strategy.