ambush marketing

Ambush marketing is a special marketing strategy in which the advertiser associates its brand or advertising message with a special event.

Ambush strategy can be used to link events such as an Olympics or a soccer World Cup without the company acting as an official sponsor or paying any other fees. The activities can take place offline as well as online. The ambush marketer benefits from the increased attention surrounding the event. Certain forms of ambush marketing are illegal and are usually fought in court by the event organizer or official sponsors.