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Abstract： 2024 is a year full of sporting events. From the Euros to the Summer Olympics and Paralympics, sports enthusiasts have many events to look forward to. Yet, in the era of sports commercialisation, sports are no longer merely a presentation of physical exertion and recreational entertainment, but rather, it is a multi-billion-dollar industry which possesses a global fanbase and commercial market that many companies and corporations would like to capitalise and monetise from. As the sporting industry continues to grow, the competition amongst corporations has intensified over the past two decades. This paper wishes to explain the origins of ambush marketing, examples and the rise of ambush marketing, the legal implications and regulatory measures taken by sporting authorities to regulate such practices and what can be done to further regulate and administer the practice of ambush marketing. Content Ⅰ."Sports and Commerce: A Twisted Tango of Profits and Play" Ⅱ."Is Sports
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