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@gazette Fri, 05 Jun 2026 16:18:08

THE SPONSORSHIP PARADOX

The worlds biggest sporting events sell sponsorship rights for hundreds of millions of dollars, yet some of the most memorable and effective campaigns come from brands that never paid for official access. From ambush marketing stunts to cultural storytelling, the real battle is not for sponsorship rights but for attention. By Manuel Veiruapi Ruhapo

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