ambush marketing

noun

: marketing in which a company attempts to advertise and promote its products by associating them with a public event (such as a major sporting event) without paying the fees that an exclusive sponsor is required to pay

Two Dutch women were released on bail Wednesday after facing charges they took part in an ambush marketing campaign at a World Cup match.

—Yahoo! News, 16 June 2010

ambush marketer noun

The criticism Nike received for such activities tarred it as an ambush marketer. Sporting goods companies typically don't sponsor the event itself but its participants—athletes and national teams.

—Jeff Jensen, Advertising Age, 1 Dec. 1997

Word History

First Known Use

1987, in the meaning defined above

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