Original: Ambush marketing laws planned for rugby , cricket World Cups - Sports - International Herald Tribune For most events of any significance , one brand will pay to become the exclusive and official sponsor of the event in a particular category or categories , and this exclusivity creates a problem for one or more other brands .
Simplified: 1984 Olympics ; Kodak sponsors TV broadcasts of the games as well as the US track team even though Fujifilm is the official sponsor .