Marketing parassitario alle Olimpiadi Milano-Cortina?
In this monologue, Massimiliano Dona explains the phenomenon of ambush, or "parasite," marketing that surrounds major sporting events such as the upcoming Milano‑Cortina 2026 Winter Olympics. He describes how official sponsors pay large sums for exclusive rights, while other companies mimic Olympic colors, symbols, and hashtags to create a false association with the Games. Dona highlights a current antitrust investigation against the clothing brand Armont Blaine, which allegedly ran influencer campaigns using Olympic logos and the official hashtags, constituting unfair competition. He outlines the harms: official sponsors lose the value of their paid rights, and consumers are misled into believing the brand is officially involved. The piece defines ambush marketing, illustrates its tactics, and points to regulatory enforcement as a way to curb it, ending with a rhetorical question to the audience.
