Ambush Marketing
Ambush marketing can be defined as 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 (Chadwick, 2004).
Example of Ambush Marketing
Image 7 YouTube video, Heineken Ambush marketing, visited on August 7, 2009
Image YouTube video, Ambush marketing per K-Swiss, visited on October 5, 2009