ambush marketing

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The false association of one brand with an overall event or sponsorship for which it is not the official sponsor with full marketing rights (because it has not paid and does not have the legal rights) to conduct advertising or other forms of marketing. This technique is usually prevalent at major sporting events in which one brand, that is not an official sponsor, conducts an ‘ambush’ to make its branded product prominent to both spectators and television or web audience. The ethics of this approach are debated constantly.

Subjects: Marketing — Sport and Leisure.

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