Sponsorship of big events is a serious business, not least because it involves huge amounts of money. But what can you do if you aren’t an official sponsor, but you’d still like to benefit from the publicity surrounding the event? Simple! Just do a bit of ambush marketing!
Ambush marketing involves grabbing attention for a product during a sponsored event. Imagine that Beer Company A is sponsoring a massive sports event. In return for vast amounts of money, it has permission to affiliate itself with the event. However, beer Company B also wants to be associated with the event, but doesn’t want to pay for the sponsorship. So, in order to get publicity, Beer Company B does something spectacular during the event that draws the attention of TV camera crews or people watching – they ambush the event.