Ambush

Ambush marketing is the name given by an event proprietor to any marketing campaign which takes place around the event but does not involve payment of a sponsorship fee to the event. ^[1]For most events of any significance, one brand will pay to become the exclusive and official sponsor of the event in a particular category or categories, and this exclusivity creates a problem for one or more other brands. Those other brands then find ways to promote themselves in connection with the same event, without paying the sponsorship fee (since even if they were willing to do so, they are barred by the existing sponsor's exclusivity) and without breaking any laws.