According to Dennis Sandler and David Shani, sponsorship hijacking is a practice that involves profiting from a competitor’s sponsorship initiative, sometimes in questionable ways, by sowing doubt or confusion among the targeted parties. The underlying objective is to capitalize on the event’s inherent values ​​for their own benefit. For their part, Christian Derbaix, Philippe Gérard, and Thierry Lardinoit emphasize that the essence of this strategy is to create ambiguity in the consumer’s mind regarding the sponsor’s identity, with the aim of exploiting the advantages associated with that sponsorship or diminishing the influence of the main competitor as the event’s exclusive sponsor.