# Ambush marketing: what it is and how it works · Zorraquino
> Ambush marketing is a non-sponsor brand’s attempt to associate itself with an event and benefit from its profile without paying.
URL: https://www.zorraquino.com/en/dictionary/advertising/ambush-marketing.html

# Ambush marketing

Ambush marketing is a strategy in which a brand that is not an official sponsor of an event tries to associate itself with it, benefiting from its profile without paying for sponsorship rights

What it means, how it is used and where it comes up, with its related concepts.

[The whole glossary](https://www.zorraquino.com/en/dictionary)

## What it is and how it works

It typically targets major sporting or cultural events. Tactics range from campaigns that allude to the event without naming it, timed promotions or outdoor advertising nearby, to surprise stunts inside the venue.

Organisers protect their sponsors through contracts, trade mark enforcement and, in some countries, event-specific legislation, so these actions may have legal consequences. It differs from guerrilla marketing, a low-cost, high-impact style of activity that need not piggyback on someone else’s event.

Also known as

Parasitic marketing, Guerrilla sponsorship

Topics

[Marketing and sales](https://www.zorraquino.com/en/dictionary/category/marketing-y-ventas)

## Related concepts

- [Sponsorship](https://www.zorraquino.com/en/dictionary/advertising/sponsorship.html)
- [Guerrilla marketing](https://www.zorraquino.com/en/dictionary/digital-marketing/guerrilla-marketing.html)
- [Newsjacking](https://www.zorraquino.com/en/dictionary/digital-marketing/newsjacking.html)