Sponsorship tactic in which a company or companies which is/are not sponsors of a sponsored event attempt to capitalise on it via actions which suggest that they are sponsors of it.
the act of marketing a product or service in conjunction with an event or other brand without paying for the right... typically used when an official sponsorship opportunity is available but a company doesn't wish to pay the fee for the sponsorship or another company has already purchased the sponsorship.
a deliberate attempt by a company to associate itself with an event over and above the official sponsor. For example, one company sponsors a sporting event, but its competitor covers the area surrounding the stadium with promotional posters and merchandise stands.
a marketing strategy whereby a non-sponsor attempts to capitalize on the popularity/prestige of a property by giving the false impression that it is an official sponsor. Often employed by the competitors of a property's official sponsors. Many in the sponsorship industry consider this strategy unethical.
A tactic whereby a company attempts to ambush or undermine the sponsorship activities of a rival that owns the legal rights to sponsor an event; often involves creating the sense that they, and not the actual sponsor, are associated with the owners of the event or activity.
Advertising for an event without actually sponsoring the event, such as during an event's radio broadcast; also called stealth marketing.
A deliberate attempt by an organisation to associate itself with an event (often a sporting event) in order to gain some of the benefits associated with being an official sponsor without incurring the costs of sponsorship. For example by advertising during broadcasts of the event.
Ambush marketing occurs when a brand pays to become the official sponsor of an event and an other brand tries to connect itself to the same event, without paying the sponsorship fee and without breaking any laws.