As sponsorship is gaining in importance in the overall communication strategy for firms, so is the practice of ambush marketing. This note discusses strategies that can be used by firms to ambush and also how to prepare for defense from ambush attacks. It also discusses how consumers perceive and react to ambush ambush marketing. This note will be useful for participants in courses related to marketing, marketing communication, sponsorship and sports marketing for programmes at graduate level in business management as well as for executive education.