What is the meaning of Ambush Marketing?

Ambush Marketing refers to marketing concept where a company, or a brand banks on the publicity value of any major event without being the official sponsor of the same. It is generally associated with major sports events of international stature like the Olympic Games, the World Cup events etc. It is thus, a great marketing strategy being utilised by the rival companies of the official sponsors. It is referred to as ambush marketing as it at times goes to involve the unofficial and unauthorized use of various logos and symbols used in the event. In fact, ambush forms of marketing softly confuse or mislead the public about the actual sponsors of the event.