In addition, it is suggested that consumers have a lack of knowledge (Bruhn and Ahlers, 2003: 276) when it comes to ambush marketing. This is supported by a three-country study (Canada, USA, Germany) conducted during the 2004 Athens Olympics (McCarthy et al., 2005), proving that 59.8 per cent of Americans (36.2 per cent Canadians/54.5 per cent Germans) believe that the Olympic Rings can be used by all corporations, not just official sponsors. This lack of knowledge is perhaps higher in the PRC if one considers that its economy is still influenced by the former Soviet-style centrally planned economy. In particular, smaller corporations may not have the expertise to fully take advantage of a sponsorship and may not even be aware that sport sponsorship is a protected intellectual property in China. This is not exclusive to China. For example, the German NOC has sent written notice to approximately 425 companies believed to have engaged in ambush marketing activities since 2004. Most corporations stopped upon receipt of the first written notice and only one case proceeded to legal action.Footnote 1
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