Ambush marketing remains one of the most complex and high‑risk challenges in sports marketing, especially as major events move into new markets with evolving legal frameworks. This session brings together leading sports rights holders to examine how ambush activity is identified, managed, and enforced across jurisdictions, grounded in real‑world challenges. Panelists will discuss how organizations assess risk, where creative marketing meets legal limits, enforcement issues before and after major events, and what brands and agencies should and should not do around sports properties. Join us to get a practical understanding of ambush marketing risks and compliance in today’s global sports landscape.