English to Russian Bus/Financial Marketing / Market Research Ambush marketing

Ambush marketing is a deliberate attempt by an entity to associate itself with an important event in order to gain some of the benefits of being an official sponsor without incurring the costs of sponsorship. Ambush marketing usually consists of an unauthorised marketing, promotional, advertising and/or public relations activity relating directly or indirectly to the event in question.
These activities are unauthorised because they give (or are intended to give) the wrong impression that the event organiser has endorsed the relevant goods or services and ***they take advantage of the significant value and goodwill*** established by the event organiser in connection with the event.

Не пойму, к чему относится they (к goods or services или к entity???) и как сформулировать сабж. Буду благодарен за помощь!