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

"Social media is the spot where there's the most opportunity for ambush marketing and commercialization that would be an irritant to a top sponsor," Ryan, the DLA Piper attorney, said.

From Reuters • Apr. 1, 2016

A stream of branded Starbucks cups has seeped around the Olympic grounds in what some initially surmised was a cunning ambush marketing campaign—a suggestion that Starbucks and NBC deny.

From The Wall Street Journal • Feb. 15, 2014

Other athletes will be happy to know the I.O.C. will not be checking their underwear for potential ambush marketing.

From New York Times • Jul. 27, 2012

More than 30 women showed up at the Netherlands' opening match wearing orange mini-dresses emblazoned with the name of Dutch brewery Bavaria NV, which has made a habit of ambush marketing at the World Cup.

From Seattle Times • Jul. 10, 2010

And then ITV found itself embroiled in a row about ambush marketing.

From The Guardian • Jun. 18, 2010