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 law. A brand is a collection of feelings toward an economic producer; more specifically, it refers to the concrete symbols for the brand, such as a name and design scheme. ... To sponsor something is to support an event, activity, person or organization by providing money or other resources in exchange for something, usually advertising or publicity, and always access to an audience. ...
Famous ambush marketing
At the 1984 OlympicsKodak sponsors TV broadcasts of the games as well as the US track team despite Fuji being the official sponsor.
At the 1998 World Cup, Nike sponsored a number of teams competing in the Cup despite Adidas being the official sponsor.
At the 2000 Sydney Olympics, Qantas Airlines’ slogan "The Spirit of Australia" sounds strikingly similar to the games’ slogan "Share the Spirit." despite Ansett Air being the official sponsor.
At the 2002Boston Marathon, as Adidas-sponsored runners come off the course Nike are treated to spray-painted messages honoring the day of the race, but not the race itself.
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