What is meant by Ambush Marketing?
Ambush marketing is a practice that is often associated with many events, not just sporting. It is an activity whereby companies who are not official corporate sponsors and who have not paid a sponsorship fee try to associate themselves with the event and try to create the impression to consumers that they are official sponsors of the event. It is often referred to as parasitic marketing which shows the contempt that it is held in by companies who pay for associations with events. It can be achieved in a number of ways, with two of the main being through advertising and through on site promotions. Advertising can be anything leading up to the event such as television advertising prior to this summers World Cup for example, many companies will base their advertising around the tournament with some even going as far as running promotional campaigns whereby tickets can be won. On site promotions can range from anything from strategically placed posters either near the venue or on the way
