The Macmillan English Dictionary defines ambush marketing as a marketing strategy in which a competing brand connects itself with a major sporting event without paying sponsorship fee. According to McCarthy, ambush marketing is a type of marketing by a company that is not an official sponsor of an event, but which places advertisements using the event, to induce customers to pay attention to the advertisement.
Ambush marketing est un nom donné à des campagnes de marketing qui sont également faites autour de l'événement, mais où aucun argent n'est payé pour l'événement.