Ambush Marketing

Advertising vis-à-vis an event in such a way as to benefit from the interest the event creates, without actually participating in the event—for example advertising sporting goods in close proximity to a tournament, without being an “official sponsor” of the tournament. Ambush marketing may be legally risky, depending on applicable trademark law. Jurisdictions hosting major international tournaments may also pass special trademark legislation creating additional liability and legal risk for ambush marketers.

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