Ambush Marketing

Ambush marketing is a clever marketing strategy that involves a company or brand promoting itself at an event without actually being an official sponsor. This tactic is often used in sports marketing, where non-sponsors compete for attention and exposure during major sporting events.

What is Ambush Marketing?

Ambush marketing is the practice of promoting a brand or company without being an official sponsor. It involves using tactics such as guerrilla marketing, event marketing, and sponsorship to generate exposure and compete for attention.

How Does Ambush Marketing Work?

Companies use ambush marketing to take advantage of the hype and excitement surrounding major events, such as sports tournaments or concerts. They create campaigns that are designed to capture the attention of fans and attendees, without having to pay the high costs associated with official sponsorship.

Why Do Companies Use Ambush Marketing?

Companies use ambush marketing as a cost-effective way to generate exposure and compete with their competitors during major events. It allows them to tap into the excitement and energy surrounding the event without having to invest in expensive sponsorship deals.

What are the Risks of Ambush Marketing?

While ambush marketing can be an effective way to generate exposure, it can also backfire if not executed properly. Companies risk alienating fans and attendees if they come across as being too pushy or intrusive with their promotions.

How Can Companies Use Ambush Marketing Effectively?

To use ambush marketing effectively, companies need to be creative and strategic in their approach. They need to find ways to stand out from their competitors while still staying within legal boundaries. It's also important for companies to consider the impact that their promotions will have on fans and attendees.

How Does Ambush Marketing Fit into Brand Management?

Ambush marketing is a key component of brand management as it allows companies to generate exposure and build brand awareness without having to spend large amounts of money on traditional advertising methods. It's a way for brands to differentiate themselves from their competitors and create a unique identity in the marketplace.


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  2. Sandler, D. M., & Shani, D. (1990). Olympic sponsor or ambush marketer: who gets the gold?. Sloan Management Review, 31(4), 35-42.
  3. Cornwell, T. B., Weeks, C. S., & Roy, D. P. (2005). Sponsorship-linked marketing: Opening the black box. Journal of advertising, 34(2), 21-42.
  4. O'Reilly, N., & Kerrigan, F. (2009). Ambush marketing: A threat to corporate sponsorship?. Sport in Society, 12(1), 1-18.
  5. Smith, A., Graetz, B., & Westerbeek, H. (2008). An empirical investigation into the influence of ambush marketing on sponsorship outcomes. Sport Marketing Quarterly, 17(2), 83-96.
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