RT Journal Article SR Electronic T1 Defending the Co-Branding Benefits of Sponsorship B2B Partnerships: The Case of Ambush Marketing JF Journal of Advertising Research JO J Advert Res FD WARC SP 339 OP 348 DO 10.1017/S0021849905050348 VO 45 IS 3 A1 Francis Farrelly A1 Pascale Quester A1 Stephen A. Greyser YR 2005 UL http://www.journalofadvertisingresearch.com/content/45/3/339.abstract AB This global study analyzes ambush marketing from the perspective of the sponsor and sport entity as partners in a business-to-business relationship. While it remains a real threat to the strategic co-branding objectives sought from the relationship, ambush is not necessarily as dangerous to sponsors as it has been in the past. Sponsors can use ambushers' attacks to their advantage by drawing attention to issues of legitimacy, by enhancing brand or corporate authenticity, and by appealing to consumers increasingly wary of disingenuous brands. Our findings confirm the potential to approach the sponsorship relationship as a co-marketing alliance to optimize co-branding objectives and to negate the effects of ambush.