ambush marketing

American  

[am-boosh mahr-ki-ting] / ˈæm bʊʃ ˈmɑr kɪ tɪŋ /

noun

1. a marketing strategy for associating a brand with a major event without paying sponsorship fees, often by exploiting the publicity generated by an official sponsor and rival brand.

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Etymology

Origin of ambush marketing

First recorded in 1985–90

Example Sentences

“So it’s a nice form of ambush marketing. This is definitely a much stronger integration of the student-athlete in the company, and by default it requires those student-athletes to upskill on their business knowledge.”

From Washington Post

Gary Player doesn’t know if his son has been banned from Augusta National for what amounted to ambush marketing during an otherwise historic moment with the ceremonial tee shot at the Masters.

From Seattle Times

Many German fans - even those who resent Bayern Munich’s seven straight domestic titles - see Leipzig as an unwanted corporate interloper, more ambush marketing stunt than community club.

From Washington Times

Many German fans — even those who resent Bayern Munich’s seven straight domestic titles — see Leipzig as an unwanted corporate interloper, more ambush marketing stunt than community club.

From Seattle Times

But many national Olympic committees, including the one in the United States, had stuck by a strict reading in the face of ambush marketing campaigns and protests by its own athletes.

From New York Times