Ambush marketing refers to a strategic marketing tactic in which a company or brand capitalizes on the publicity and attention of a major event or competitor without officially being a sponsor or partner. This type of marketing aims to create a strong association between the brand and the event, often through clever and unconventional means, in order to gain exposure and potentially steal the spotlight from the official sponsors. While it may be seen as a clever and creative way to gain attention, ambush marketing is often controversial and can lead to legal disputes.