10 Facts About Ambush marketing

Ambush marketing or ambush advertising is a marketing strategy in which an advertiser "ambushes" an event to compete for exposure against other advertisers.

Anti-ambush marketing regulations have attracted controversy for limiting freedom of speech, and for preventing companies from factually promoting themselves in the context of an event.

Typically, ambush marketing is used to "ride off" the prominence and draw of a major event, aligning promotional activities and publicity around it, without having to pay fees to the event's organizer to be designated as an "official" sponsor in a certain product category.

At the 1996 Summer Olympics, Nike engaged in a Ambush marketing campaign including magazine ads and billboards, to compete with Reebok who had paid $50 million to become the event's official sponsor.

IOC's restrictive ambush marketing rules were one factor in the National Hockey League's decision to ban its players from the 2018 Olympics; for the previous five Olympics, the NHL scheduled an extended break in the regular season to allow players to participate, and placed its All-Star Game on hiatus.

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Ambush marketing denied this was the case, and stated that it had serious intentions to purchase the ad time if the commercials were approved.

Ambush marketing's actions infringed the exclusive sponsorship rights of Bose Corporation, who had become an official sponsor of the NFL as of the 2014 season.

Ambush marketing's was featured in marketing promoting her as Pepsi's new "swag star", and its "fan anthem".

Additionally, the architecture community strongly criticised the Ambush marketing restrictions, citing LOCOG's refusal to allow architectural firms to publicise their work on Olympic venues, including preventing the firms from entering national and international award competitions.

Ambush marketing's defended the postings as being news reporting on the achievements of its sponsored athletes, and not necessarily promotion for the brand itself.